Product Copywriting
Product Marketing & Positioning
Digital Ad & Social Post Copywriting
Building on a three-year product messaging and voice development relationship with Stio, that has contributed to a doubling of sales and size, we once again took on the task of generating all selling copy for the rapidly growing brand. Our words, voice and positioning work fueled massive sales and brand share growth during a boom in the outdoor markets. Once again, our seasonal deep dive product work and words led Stio’s paid social efforts and their digital advertising campaign, and fueled their ecommerce conversion. It also served as a foundation for their product-based email marketing.
The Jackson brand also enlisted us to help strategize on product segmentation, catalog micro-arc creative thinking and technology storytelling for the entire spring line, including five print books. Lastly, we worked to integrate the brand campaign we developed into narrative storytelling spreads, so that the ethic of the campaign would filter through every print catalog and amplify the brand storytelling to balance out the more transactional focus of this medium.
As a keystone species of the Northern Rockies, the whitebark pine is not just a longtime local. For us, it’s more than just a symbol or a cause — but an expression of thinking in terms of greater ecosystems, a mindset that is emblematic of how we strive to design our gear and build our community. Nature still fuels our efforts to seek function, to think creatively and to emulate its vibrant style. It guides our practices toward greater responsibility and sustainability — to give back to what gives to us. This season we underscore that connection with a focus on the small inspirations, but big influence, of our collective and creative Natural Perspectives at Stio.
Mountains have always felt like home for Stio Senior Designer Courtney Cedarholm. Raised in the valley by outdoor parents, she discovered a new, richer perspective on her local environments after returning from fashion school in NYC. For Courtney, inspiration arrives from the mood-lifting hues and confidence-building power of her natural surroundings, whether up high on Teton lakes or on quiet, dusty trails in the Gros Ventres. The creative force behind Stio’s vibrant color palette, she also passionately advocates for lifecycle design, intentional function and exquisite constructive detail in her fundamental role of shaping a designer’s vision into final polished form.
This season we updated our bestselling Divide™ drirelease® fabric to an 85% recycled polyester and 15% organic cotton blend. With a material choice you can feel good about and performance you can always rely on, the Divide™ collection wicks moisture and neutralizes odor, and its soft feel offers tremendous comfort while drying 4x faster than traditional cotton.
The first Eddy™ was built for the river, so it was natural to build a fish-focused version for our local drift-or-wade culture. We harnessed Conflux™ quick-dry, water-repellent and UPF 50+ ripstop nylon for durability.
A technical, ultralight layering essential for fast-and-light alpine objectives, the Second Light Windshell cuts the wind, resists light precip and stuffs into its chest pocket.
Splitting wood, shoveling snow or taking in the view on the tailgate — our quilted throwback vest runs a little loose at all times. The substantial, 70-denier nylon feels natural, yet exudes technical material tenacity. PeakFill™ recycled synthetic insulation feels warm when ticking chores out back, running errands in town or rolling through the drive-through liquor store for a resupply. Equipped with tricot-lined hand warmer pockets, a super casual rib-knit collar and a patch-on utility pocket for that elusive mix of retro style and stand-up function.
A shoulder-season layering staple that deftly moves between town and the backcountry, the Skycrest Snap Shirt is a multi-functional piece that provides grab-and-go warmth with distinctive style. Featuring a snap-front quilted design with a shirttail hem, and filled with soft, lightweight 60g Thermore® Ecodown® synthetic insulation, the Skycrest does double duty as a jacket in mild fall temps and as a shirt when the mercury drops. The Skycrest’s packable, quick-drying design also makes it an ideal crossover piece for late season mountain bike rides or winter fly-fishing. Snap-button chest and hand pockets keep your small items secure.