alex + ryden

ESPN

(journalism, digital content)

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Editorial projects for ESPN action sports with stories, interviews and features published digitally on ESPN.com.

Dry Dudz Swimwear

(concepting, copywriting, SEO optimization)

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Developed complete brand identity and collateral to introduce an innovative patented attachment system to the premium men’s and women’s swimwear market. Content and concept creation drove print and digital collateral in the original lookbook and website, launching the Mid-West based performance swimwear brand into global sales with online distribution.

Thermal Motorsports Park

(concepting, copywriting alongside sr. copywriter)

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Worked alongside senior copywriter to draft a cohesive brand story for Thermal Motorsports luxury racing park opening in Palm Springs in 2012. Wrote all copy and content for digital identity in an interactive website that presented track plans, garage villas and membership amenities. Print collateral took form in exclusive membership invitations.

RAEN Optics

(copywriting, marketing)

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Wrote product descriptions for select styles of the fashion eyewear brand’s Spring 2010 collection. Integrated product identity into both print and digital catalogues. Created and installed POP in local shops. Launched and directed first ever RAEN x TransWorld SURF Model Search.

SPY Optic

(copywriting)

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Created a cohesive story behind Dale Earnhardt Jr. that strengthened his connection with the global eyewear brand and built the foundation for future product collections and initiatives.

TransWorld SURF Magazine

(journalism, print content)

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Who’s Now/Who’s Next in 2012 feature for TransWorld SURF Magazine.

Kombi Gloves & Sportswear

(copywriting, SEO optimization, graphics)

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Wrote digital seasonal announcement for Winter 2012 glove and sportswear collection. Developed technical copy work and product messaging with SEO optimization, populating entire collection through digital back-end. Assisted in graphic development and image placement for 2012 Winter print catalogue.

Surfline.com

(journalism, digital content)

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Chippa Wilson interview for Surfline.com.

Penny Skateboards

(concepting, copywriting, tagline)

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Created the original brand story for Australian skateboard manufacturer entering the global market. Concept and content centered on the classic aesthetic of the products, developing the tagline “Fun. Since Forever.” that established Penny Skateboards as reviving the timeless enjoyment of the original plastic skateboard. Look book and press releases provided for future collections and brand longevity.

Surfline.com

(journalism, digital content)

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Dion Agius interview for Surfline.com.

TransWorld SURF Magazine

(journalism, print content)

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Kolohe Andino pro spotlight feature for TransWorld SURF Magazine.