Rebrand Orthaheel (orthopedic) to Vionic (active lifestyle). Communicate the history and functionality of trusted technology in each shoe. Emphasize the lifestyle benefits that technology offers to consumers.
I led internal and external teams through a major brand transition from three brands to one, introduced men’s collection, exceeded sales goals, exponentially grew evangelist followers.
I crafted a consumer-friendly, approachable technology story while navigating legal claim boundaries. Partnered with VP of Marketing to introduce brand to retail partners through trade catalogs and collateral - successfully gaining multi-million dollar buy-ins with Dillards and Nordstrom.com. Collaborated with PR firm and magazine editors for features in Shape Magazine, Natural Health and Prevention Magazine. Led discovery process with ad agencies; developed scripts for TV ad campaign - a multi-episode campaign producing complete sell-through/sell-out with regional retailers. Crafted all headlines, supporting copy across all channels, technical writing, product descriptions, press materials, blog and social media.
The ask: Evolve content on the Chi Blog to reflect Athleta's recent rebrand.
The work: I pitched new subjects, interviews, and product angles to build on the Athleta voice via the Chi Blog - the Athleta community hub. Because each project presented different editorial needs, I met each need with a different skill - from copyediting to interviewing to outlining brand moments and formatting product launches into news bytes.
The collaboration: In this role, I worked regularly with the in-house Senior Copywriter, sponsored athletes, product design, and the social media team.