Lift Foils

Role: Associate Creative Director Copy, Brand and Narrative Strategy

For:
Lift Foils

In their transition from a family-owned startup to an established global organization, Lift needed a brand designed and built from the ground up—one that reflected their heritage and humbleness, but also established Lift as the premiere name in a sport that’s rapidly expanding in popularity around the world.

The extensive effort started with robust market research and a holistic internal brand-building process that included the founder and key stakeholders from every segment of the company. I helped lead that foundational work and translated the results into the company’s first brand book, writers style guide, and product style guides. I also wrote and produced a suite of fresh brand- and product-level B2C and B2B creative working with marketing leadership, product leads, photographers, videographers, brand ambassadors, designers, writers, and external marketing agencies.

The brand leverages video as a significant part of their marketing strategy to introduce and educate consumers about new and existing products; reach a core audience of outdoor adventure enthusiasts who favor the platform; personalize the company by featuring the founders, product engineers, and brand ambassadors; and build their inclusive athletic community of all levels around the globe.