Race Face was a relatively new name in the ultra-competitive and highly-technical world of wheelsets. They had the goods, they had the name recognition, but their wheels lacked street cred. We set out to change that and to win the hearts and minds of shredders everywhere in the process. When the dust settled, we delivered to Race Face a full-blown campaign that they could run in both social and paid media, a tight set of campaign guidelines, and about a bajillion headlines that they could use anywhere that they saw fit. 🤘
Design - Calvin Ross Carl
West Marine was seen by many as an undistinguishable big box store that sells boat bumpers and deck wash. Boring, right? Well is Jacques Cousteau boring? Is Jimmy Buffet boring? Is legendary salt water angler Thomas M. Gifford boring? Hell no! We got to the bottom of why people love life on the water and created a headline-driven campaign that celebrates it.
Dani Severson - Design // Boone Rodriguez - Photos
Race Face is a Canadian company with deep roots in BC’s North Shore. They makes pretty much anything that can be bolted onto a mountain bike and their ingenuity and durability has earned them a super loyal following. In 2021, they decided to completely rework their website and they asked me to write the copy for it. 236 products, several thousand words, and one mega spreadsheet later Race Face has a gorgeous new e-commerce site, with a uniquely Race Face voice. Full send, stomped the landing.
Check it out raceface.com for full effect.
As writing director for Cycle Oregon, I helped this purveyor of kicks-ass cycling events step up their brand game with this series of videos promoting their one of a kind roster of rides. And, not bragging, but I got to ride all these epically amazing routes with them!
Fox has been smoothing out the bumps for anything that goes fast and kicks ass since the 70’s. And now with the exploding popularity of electric mountain bikes, Fox is at the forefront again with the only suspension purpose built for e-mtbs. To help get riders on board we did a ton of research which led us to a campaign made of equal parts past and future. We came up with a hard working tagline-Built Different–that we paid off with a slew of executions, including one obnoxiously long and infinitely-clickable banner ad.
Design - Calvin Ross Carl
This Portland-based startup has set out to corner an important market–brain health. Just replace your morning coffee routine with their nutritional supplements and your brain will work so good it will blow your mind. Ha! And they said I couldn’t use that pun. I worked with Studio Awesome to develop the voice for this brand and write the messaging for their website.
Killian Pacific is a real estate development company that is transforming a historic area of Portland from post-industrial crapscape into a vibrant network of modern creative office buildings catering to innovators. This complex project involved a historical deep dive into the neighborhood, creating names for each of the buildings, creating a name for the collection of buildings, and finally creating unique messaging that allows every building to have its own focus while still integrating with the campus as a whole.
Design - Calvin Ross Carl
Hang tight. I’ll update as soon as the site is up! 🤙
