evo
Selling outdoor toys to people who love the mountains.
The Challenge:
Make outdoor gear shopping fun and educational.
Advocate against “shrink and pink” industry standards via equitable marketing.
Extend the brand voice into new product categories with memorable authenticity.
The Solution:
Be as warm, knowledgeable, and helpful online as the in-store experience.
Make engaging landing pages, product pages, and thought leadership pieces.
Be consistent with empathetic language, positive phrasing, and the active voice.
DESTINATION: ANYWHERE
evo’s first major push into summertime sports.
How I helped:
Pitched concept and title.
Built the landing page with internal CMS.
Partnered with graphic design team to set the layout.
Wrote all the copy.
PRODUCT INFORMATION
I wrote thousands of product pages.
How I helped:
Whistler-sized mountains of witty copy.
Played to customer personas for expected buyers.
Balanced facts with emotions to reliably convert.
CONTENT MARKETING
Thought leadership + SEO = 🏆
How I helped:
Updated buttons, copy, and natural language headers.
Audit company content for UX, SEO, relevance.
Added media and page anchors.
Created new content.
CAMPAIGN SUPPORT
I wrote copy in support of marketing campaigns and creative assets.
How I helped:
Choosing appropriate trigger words for each target audience.
Precise and powerful copy when space is at a premium.
Partnered with design for final quality check of each asset.
VIDEOS
evo pivoted to make more video content for media-hungry consumers.
How I helped:
Consulted during pre-production on scriptwriting and talent direction best practices.
During production, I shared broad insights from my Hollywood experiences and formal education.
Wrote and noted scripts, directed talent, and guided writers.
EMAIL + SMS
FOR DEMONSTRATION PURPOSES ONLY.
What these are:
Fictional mockups I made in Canva using my copy to illustrate real world use cases.
What these are not:
Real campaigns by evo.
Welcome sequence
Abandoned cart
Clearance sale
Inactive account
Restock alert
SMS
SMS