Expanding from its Swedish roots into the North American ski and snowboard markets, RECCO quickly expanded use of their consumer-based avalanche safety technology by partnering with brands such as Arc'teryx, Atomic, Helly Hansen, Quicksilver, Sessions, The North Face, Salomon, and Vans. Crucible Creative directed public relations and developed all copy during a three-year cycle that significantly changed the image of the product and the brand.

Through all elements of brand communication—from writing story-based press releases and crafting technical copy for the Web site to trade-show representation—Crucible Creative promoted RECCO to an often skeptical market. Our involvement ranged from ghostwriting articles for avalanche industry publications to helping the company tailor its message to the North American market. We secured extensive national, trade and enthusiast media coverage, developed press releases for a multi-cultural European market and penned technical copy and taglines that still speak for the brand.