Beachbum — Verbal identity, messaging strategy & copy

Beachbum wanted to stand out in a category where everyone sounds the same and speak to an audience that included everyone from cliff divers to dog walkers, all without losing the brand they’d spent years building.

Instead of taking the easy route (“Whether you’re walking the dog or chasing an adrenalin-filled weekend…”), we looked for what connected them all and found it wasn’t what people did outdoors, it was how being outdoors made them feel. That aha! moment became the core of the new Beachbum identity, voice and messaging.