While on creative retainer with Stio, Voicebox was tasked with ideating a name for their pro and ambassador team that would distinguish their program amid a sea of sameness—where athletes and ambassadors are promoted for their “allegiance” to brands, yet are more like free agents, paid to represent products. Leveraging the work we did creating the brand personas, brand bible, manifesto and four years of e-comm + catalog copy, we ideated a name that captured Stio’s pursuit of team authenticity and hometown heroes.
We fused the idea of Stio’s fans, friends and advocates as mountain town locals, drawing a parallel to sports teams, and pitched the name The Home Team: a group united in their residence and commitment to living in mountain towns and cultures. More than athletes, these lifelong converts have adapted their lives to bringing positive influences to their communities, whether through nonprofits, causes, mountain sports, conservation, creativity or other areas that form the fiber and foundation of thriving mountain communities. In other words, The Home Team.
