Of all the copy, messaging and naming work we did during a six-year run for iconic snowboard industry pioneer Burton, developing Burton’s tagline was one of the clear, and clearly a career, highlight. We Ride Together simply expressed the ethic of the decades-deep brand in a way that no other message, language or wording encapsulated for a brand that both built and defined snowboarding culture. It just landed right and took on a life of its own for such a defining brand.
The proof was when we discovered six years later—after Jake’s passing—that this phrase still headlines their brand guidelines, holding up as a mantra, a vision and a synopsis of what the extremely aspirational brand, and newly anointed B Corp, stands for.
