Creative Direction | Voicebox West

Walls Outdoor

Social Voice and Content

Brand Identity
Social Media
Content Development
Creative Direction

As we helped build and shape the new authentic identities of Walls and Liberty, Voicebox West was tasked with a leadership role in social content ideation, voice development and brand messaging in those critical channels. In partnership with Backbone Media, we played a leadership role in developing the brand voice, crafting campaign copy, ideating a successful UGC framework for Liberty and identifying professional trades to target with our Walls messaging. Our shop helped critique image selection, as well as writing more than 50 posts and 12 influencer bios for the brands. The results were incredible, with a 691% increase in Facebook impressions and a 130,235% increase (yes, that’s 130-fold) in Instagram impressions in one short year for Walls and 1,397 percent (yes, 13-fold) increase in followers for Liberty.

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- Grit is good. In your job, your crew or your character—and we think even your heavyweight t-shirt. We build our heavy work t-shirts for the sweaty, dusty, grimy and dirty under appreciated jobs that need more toughness than what comes in a drugstore four-pack. Photo: @mnmillenialfarmer #GreaterThanAllOutdoors
- A self-made farmer, @hilljay45 started putting in the hard labor in New Mexico’s Mesilla Valley at age 16 by working his first patch of land to a constant Walkman soundtrack of Waylon Jennings. Slowly trading his way up from that first onion crop to a diversified commercial operation with multiple ventures and hundreds of employees including restaurant distribution, pinto bean cleaning, row crops, a seed operation, a farm-to-market store and raising grass-fed cattle —he never looked back.
  
  He’s driven not just by profit but also by feeding people, being an agriculture advocate and making an impact—where responsible, sustainable and humane practices matter. He’s been credited as changing the face of agriculture in southern New Mexico. Yet he operates on a scale that is truly major league and like most in agriculture works long hours to make it work. For him, whether it’s growing god’s gift of New Mexico green chilies or raising wine grapes in West Texas —it’s all just another day on the jobs and on the farms. | #farming #farmstrong #majorleaguefarming #greenchilies #westtexas #hillfarmsnm #purenm #mesillavalley #greaterthanalloutdoors #wallsworks
- Tall timber built the Great Northwest and Big Phil—aka @wasasquatch_co—works true to the hard-worn, unfiltered character of the fallers of old. Part family lineage, all grit, he plies a hazardous trade trade in burly weather where his office is the woods no matter how many miles it takes to get to the next job. He’s ranged from Montana to Alaska and the Sierra to the Cascades cutting big numbers of board feet with precision and earning his keep with hard miles in a hardworking profession. The tool of his trade is a @Stihl and the gear he wears to get it done is @wallsoutdoorgoods. We respect the hard work, heavy effort and long hours he puts in. | #timber #PNW #hardworking #bluecollar #timberfalling #flannel #timbertramp #tradesman #faller #wallsworks #greaterthanalloutdoors
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