Stocked with all of the best brands, the Mountain Gear catalog has long been viewed as a retail bible of high-end outdoor gear by everyone from serious climbers and mountaineers to Nordic, tele and AT skiers. For eight spring and fall catalogs from 2002 to 2006, we created the text that sold each piece of this specialized gear.
The voice we developed for Mountain Gear exuded a shop-rat authority on technical product, yet read with the feel of a trusted ski or climbing partner. Drawing upon buyer interviews and dealer workbooks, we highlighted the distinct features and benefits of each piece as well as contrasting similar products through end-use imagery. The copy we generated helped increase sales growth into high double-digits and circulation to more than one million books until, in 2006, our one-man shop passed this massive workload on to what quickly became an entire copy department.