Columbia Sportswear has been engaged in an ongoing rebranding campaign to shift from a tech-forward, informational tone to a more irreverent and distinctive voice with its 'Engineered For Whatever' campaign. This drew extensively on the voice of its legendary founder Gert Boyle but was meant for a modern audience. It's informed, experienced, a little forward sometimes, and most importantly: it's wholly human.

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As a Brand Copywriter, I have crafted extensive in-house support copy for outside agency work, and have helped establish this new voice and tone for the company in social media posts, in-video text, copy for in-store displays, on-product hangtags, audio advertisements, product copy, collection headlines, and many other arenas. 

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Here are some highlights and examples.

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