Thule’s CEO awoke from a deep sleep with the answer… “We help people take their lives with them.” Thule, the world leader in envisioning and creating racks, carriers and bags, helps people bring the tools, toys and now tots, with them.

Thule’s “Bring your life” brand promise grew from this epiphany.

Genesis was asked to bring this promise to life for its preview at trade shows in North America. By connecting product to user experience, we showcased the breadth of the newly expanded product offering and illustrated the proof-point of the promise.