CATALOGS, COPYWRITING & INBOUND
From catalog creation, copywriting, and various other projects, Will has focused his efforts on the qualitative components of inbound marketing tactics.
LINE 2019/2020 CATALOG.
LINE SKIS
From 2017 to 2019, Will focused his energy on the LINE Skis brand. The first marketing initiatives launched in early 2018 with the creation of the catalog. In close concert with the Senior Graphic Designer for LINE & Full Tilt, Charlie Cultrara, Will created the pagination, selected imagery and assets, and wrote all copy to dictate the tone and direction of LINE Skis for the 2019/2020 Winter. It put the brand voice on display, and within the wholesale channel, the most important b2b tool. See the whole thing HERE.
COPYWRITING
With a strong editorial background and clippings in various publications, Will is a strong proponent of language in establishing brand identity. For that reason, Will always took responsibility for writing any and all copy for the various brands he’s worked for over the years. This includes SEO-optimized product description copy for websites, email marketing, tag-line creation, and long-form brand pieces.
PDP: K2 WAYBACK 88
The legendary ski continues its category domination. Find out why the K2 Wayback 88 Skis are the definitive touring ski on the market. Skip up the skin track and crush it on the way down. Flip your opinion on featherweight touring skis – these titanal reinforced freaks will save your legs on the way up and push through the blown up snow on the way down. Because downhill performance matters.
Introductory copy used to launch the Mindbender Collection. January, 2019.
INBOUND CONTENT
From tear-sheets to animated POP elements, Will has a track-record of engaging, empowering, and educating the customer with a brand focus.
T3 TECHNOLOGY
The separating element of the K2 Touring line lay in one foundational component: metal additives in the skis. We set out to animate the construction and create iconography that spoke to its strength. Metal is synonymous to performance in skiing. This demonstrated exactly how and why K2 touring skis deserved their place as a global leader in the touring category. Places on PDPs, in marketing campaigns, and splash pages.
ASCENDANT TEAR SHEET
As the ascendant boot came to market, empowering buyers, shop floor associates, and brand reps alike to effectively explain the product became an important objective. By creating this informational 1-pager, we created the means and educational material necessary to communicate our product using our own language.