Summary: During my time as the sole copywriter at a Portland-based advertising agency, I had the pleasure of writing for Burley in a variety of capacities. This particular project involved creating content for their new product catalog (see samples below).
Strategy: This catalog was part of a larger rebranding effort, and it was my job to first help Burley find its brand voice. After interviewing all Burley staff members, touring their facility and conducting industry research on competitors and customers (in collaboration with the rest of the team), I crafted the following philosophy statement, which created a foundation for all other brand messaging:
Here at Burley, we’re really just kids with bigger feet and more responsibilities. We’re not afraid to wear spandex. That’s right, spandex. To us, safe is the new cool. Our idea of a windshield is a pair of sweet, sweet shades. We always pull our own weight—and then some. Curiosity takes us all kinds of crazy places, and our version of a family heirloom is our trailer. We earn our “helmet hair” and wear it proudly. Every so often we get bugs in our teeth. We think umbrellas are ridiculous; feeling the rain on our faces makes us feel alive. Skipping rocks always trumps watching the tube. We do urban, suburban and beyond. But at the end of the day, it’s not about the destination. It’s definitely about the ride.
Fun fact: In order to reduce the cost of the photo shoots for the catalog, we recruited friends and family members (both human and canine) to be catalog models.