SITUATION
Eddie Bauer wanted to get back to its roots as a true outdoor outfitter. The goal: launch a new line of highly technical hunting, fishing, and shooting gear. Built on 90 years of heritage but reimagined for the modern sportsman and sportswoman.
TASK
As Creative Director, Copy I was responsible for building the Eddie Bauer Sport Shop brand from the ground up—its story, positioning, and customer-facing voice. The challenge was to balance innovation and authenticity: speak to a new generation without losing the legacy our loyal customers loved.
I wrote the brand book, press kit, tagline, voice guide, digital experience, and advertising. This included a narrative centered on “guide-tested gear where technology and tradition collide,” showing that Eddie Bauer’s heritage in hunting, fishing, and shooting could feel fresh, modern, and credible.
I worked hand-in-hand with the SVP of Marketing, Director of Marketing, and our expert guides to make sure that everything—from copy to campaign—felt authentic aspirational, and true to the outdoors.
Let's take a look at the ads.
Eddie Bauer wanted to get back to its roots as a true outdoor outfitter. The goal: launch a new line of highly technical hunting, fishing, and shooting gear. Built on 90 years of heritage but reimagined for the modern sportsman and sportswoman.
TASK
As Creative Director, Copy I was responsible for building the Eddie Bauer Sport Shop brand from the ground up—its story, positioning, and customer-facing voice. The challenge was to balance innovation and authenticity: speak to a new generation without losing the legacy our loyal customers loved.
I wrote the brand book, press kit, tagline, voice guide, digital experience, and advertising. This included a narrative centered on “guide-tested gear where technology and tradition collide,” showing that Eddie Bauer’s heritage in hunting, fishing, and shooting could feel fresh, modern, and credible.
I worked hand-in-hand with the SVP of Marketing, Director of Marketing, and our expert guides to make sure that everything—from copy to campaign—felt authentic aspirational, and true to the outdoors.
Let's take a look at the ads.
Here's how it appeared on dotcom.
And here's the press kit.
RESULTS
The launch put Eddie Bauer back on the map as a premium outfitter—blending heritage and innovation in a way that clicked with both loyal fans and a new generation. Sport Shop stood out in the outdoor market for its authenticity, technical chops, and distinctly American craftsmanship.
The launch put Eddie Bauer back on the map as a premium outfitter—blending heritage and innovation in a way that clicked with both loyal fans and a new generation. Sport Shop stood out in the outdoor market for its authenticity, technical chops, and distinctly American craftsmanship.
