brand tone of voice, campaign messaging, email & web copy
messaging direction:
Madeline Eastman

DAKINE is an outdoor sports brand founded in Hawaii in 1979, now headquartered in Hood River, Oregon—at the base of Mt. Hood. They build gear and apparel for surf, snowboard, skateboard, mountain bike, ski, windsurf, kiteboard and travel pursuits. i worked with DAKINE product line managers to try out and learn about the products, then worked with the marketing and e-comm teams to create campaign messaging and email and web copy, refining and focusing the brand tone of voice along the way.

campaign messaging: back to school '17
i developed a campaign messaging toolkit for the "Last Daze of Summer" back to school campaign, which the internal ecomm team was then able to draw from, showcasing the campaign on the homepage and generating supporting emails.

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DAKINE Signature Series
several sponsored athletes contribute their creative talent and personal preferences each season to create collaboration pieces, as part of DAKINE's Signature Series. the athletes provided raw content around how and why they developed their pieces for the Winter '18 line, and i edited their responses and framed the content into messaging for an email series and vertical scroll campaign page. the signature series bridges the gap between athlete endorsement and sponsored content bringing a ton of value to the brand.

see all the stories on the full campaign site here.

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product detail copy
naturally, with a company like DAKINE, there's no shortage of cool and functional new gear rolling out with each season. here is one of hundreds of product descriptions i've crafted, blending technical specs with tribal vernacular and on-brand humor.