Voice & Copy Development | Voicebox West

First Ascent

Brand Voice Development

January 2011 to September 2012
100+PDPs, 5 Outfitter Books, 100+ Hangtags, 10+ Ads, 2 Lookbooks
Web, Bios, Catalog, Associate Guide, 40+ Emails, Naming, 30+ Store Signs, 35 Blogs

In two full seasons writing all FA copy for all channels–from hangtags, PDP descriptions, store signs and website landing pages to the First Ascent Outfitter Books, Facebook page, Born Out There blog and national First Ascent ad campaigns–my work established a new technical, credible and authentically active voice for the Guide-Built brand.
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- OUTSIDE NATIONAL AD
  
  Another Eddie Bauer First
  
  The Alchemist Pack
  
  The World’s Most Versatile Alpine Pack
  
  40 to 55 Liter Expansion in Three Minutes Flat
  
  Guide Built. Guide Trusted.
- FIRST ASCENT WEB SITE HEADERS
  
  STOKE SEASON
  Drop into the White Room
  
  THE BC MICROTHERM 2.0 DOWN JACKET
  The lightest waterproof down jacket we’ve ever created
  
  ALL ACCESS RIDING
  BACKCOUNTRY LINES BY ANY AVAILABLE MEANS
  Caption: Kyle Miller serious splitboarding on Mt. Goode in the North Cascades
  
  Caption: Eddie Bauer guides Seth and Soveig Waterfall fuse skiing and climbing in the teamwork style of Mt. Waddington’s first pioneering husband-and-wife climbers.
  
  THE SEABA KIT
  A WORK SUIT BUILT BY LEGENDARY AK HELI GUIDES
  Designed by Alaskan heli guides, this kit is the most bombproof choice for big lines in skiing’s biggest venues. Water-repellent zippers eliminate the need for storm flaps. Ample pockets for storage.
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