Bridge & Burn
Since 2009 Portland-based apparel brand, Bridge & Burn has been making functional unpretentious clothes that perfectly straddle the line between outdoorsy and west coast urban.
Much-loved in their hometown, Bridge & Burn was ready to spread their reach across the country and into some high potential new markets including Australia and Japan. With a gorgeous product and stunning photography, what they really needed was a compelling content strategy to help them claim their place as the definitive Portland clothing brand.
First we established a firm strategic foundation: competitive analysis, audience research and persona development, voice & tone guidelines, and a publishing channel guide. With those pieces in place we developed an editorial calendar to align with seasonal production and major industry events.
A cornerstone of the strategy is the long-form profile series, Bridge Burners. Each edition shares the story of an ambitious entrepreneur who, like owner Erik Prowell, "burned the bridge" of working for anyone else. Original photography shows the subjects in Bridge & Burn clothing, putting an irresistible spotlight on the Bridge & Burn lifestyle.