Voice & Copy Development

Burton

Company Intros

Seasonal Jake Statements
2013, 2014, 2015 Seasons
500 Words

Jake Burton is one of the most influential forces in the history of snowboarding, and being asked to write his company intro was a huge honor. For three years–2013, 2014 and 2015–I crafted multiple drafts of Jake's Burton annual statement, which appeared in various forms in the catalogs, on the web and at the SIA trade show.
Link to 2014 Statement

EXCERPTS

- 1
- 2
- 3

- 2014 CONSUMER INTRO
  
  For me snowboarding is many things. It’s a fountain of youth, a movement that grew bigger than I ever expected, and a link to people and places that I wouldn’t have experienced otherwise. Snowboarding has gone through waves, but the one thing I keep coming back to is that without snow and mountains we wouldn’t be snowboarders.
  
  That link is why we’ve backed sustainability and stewardship at the core of what Burton stands for. But rather than just talk, we’ve taken action with steps that ensure we’re still making the best gear out there. From reducing this catalog’s footprint and digging deeper into our products, to partnering with likeminded groups like Mountain Dew, bluesign®, and POW—we’re refining our process and reaching out to make things better. This ethic now filters through every fiber of Burton. The reason is simple. We owe it to snowboarding.
- 2013 CONSUMER INTRO
  
  Fro all of us, the sensation of snowboarding links back to that first turn. Whether you first strapped in last year or during the last decade, the simple and pure experience of shredding makes us all snowboarders.
  
  I started Burton in 1977 and what grew from the back hills of Vermont created a community that now resonates around the globe. Like all of us, I’ve seen storms come and go, both personally and with our sport, but the one constant element remains our unwavering focus on snowboarding. With renewed vision on what made us who we are, the 2014 season is about charging forward at Burton. From the expansion of our Craig’s R&D facility to new prototyping techniques for our softgoods lines, every decision we make and product we build is defined by that pure experience of snowboarding.
- 2015 TRADE SHOW BOOTH/DEALER INTROS
  
  The most important decisions are made on the hill. Whether it’s improving the connection between boards and bindings or developing more sustainable methods to keep riders warm and dry, we know what it takes to get it done.
Next
Excerpt
Previous
Excerpt

MORE FROM Burton

Tagline and Purpose Statement

Board Naming

Brand Work

Splitboard Skins Manual