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Climb to the Top
Project type
Rebrand/Copywriting
Date
2020
Role
- Lead copywriter
- Brand strategist partnering with Creative Director and design team for new look and feel, photography selects and asset designs to accompany new experience and copy
In 2020, the Climb to the Top event experienced a dramatic shift in its experience due to the pandemic. Instead of climbing inside building stairwells, the event was moved to stadiums for a safer experience. We needed to pivot the branding and messaging quickly in conjunction with this new event, and make it exciting and compelling to ensure we both retained and acquired audiences to drive revenue.
Tone: cheeky, fun, playful references to pandemic life/Zoom culture
