The Program brand portfolio—including Forum, Foursquare and Special Blend—grew into an on-snow force due to a dialed feel for the hypercritical youth market. Crucible Creative was brought into the fold to find a distinctive voice for Foursquare, one of three overlapping apparel brands in their mix, the year these progressive companies were purchased wholesale by Burton.

Through catalog and Web text, our words developed a refined vibe and true voice that cut across all demographics and emphasized the detail and originality of their most premium designs. In 2007 we created a bolder Web and print voice that reflected the Special Blend identity, then took on the task of selling tech products to a core crew in the 2009 Forum books. In all three cases, our product text and seasonal intros helped strengthen the identity for each brand.