THE PROJECT: De-clutter and evolve the brand voice from one of sports-only jargon to one that's authoritative, no-nonsense and serious without being boring.

THE RESULT: I edited and rewrote their Brand Guidelines book for tone and positioning, adding in separate chapters covering proper style guidelines and voice. Consumer-facing projects included revamping their Got Your Bak™ guarantee language, product education pieces and 2014/2015 Winter Pack copy.