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.
Athleta is one of the top fitness clothing brands for women. They've got their brand tone buttoned up, yet they're always challenging themselves to expand their story. I contribute as a ghostwriter for the brand's Chi Blog. My work spans from brand moments and story strategy to copyediting and proofreading.