Stio
  • Ski Collection Launch

    Strategy
    Copy
    Creative

    As a brand rooted in the mountain culture mecca of Jackson Hole, a full-fledged ski collection was always in the air for Stio. When they finally made the leap toward developing a top-shelf GORE collection they enlisted guidance from Voicebox on how to position, creatively shape and message the launch. Our shop developed broad campaign elements, from brainstorming product names—such as the Credential and the Objective—to developing product copy, writing catalog introductions and advising on collection merchandising.

    To resonate with their key persona demographics, we developed an Art of the Line big mountain positioning to line up with the creatively inspired but technically confident ethic of Stio. It was a distinct market positioning rooted both in the vision of product development and in the essence of their brand identity. The launch was a massive success with Stio’s line rising rapidly into a high-margin, high profile category and gaining broad demographics of new customers, despite the logistical challenges of orchestrating the intro during a global pandemic.

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