At Altra, I helped shape the voice of a challenger brand in a competitive, jargon-heavy space—where education and aspiration had to run in stride. From writing all brand messaging to art directing and producing photo and video shoots, I was embedded across omni-channel product launches that brought the brand’s innovation to life.
Our mission? To explain the difference: Altra’s signature Zero Drop™ platform and foot-shaped toe box were radically different from traditional running shoes. I led the creative work that demystified that tech and brought it to life visually and emotionally, with the rallying cry: Zero Drop — Zero Limits.
This work played a key role in propelling Altra from a recently acquired startup into a $150M brand in just a few years.
