Since Salomon launched into snowboarding, the French company translated their technical expertise into product advancements from FastFit toe straps and downsized boot profiles to dimensional core profiling. Yet few North American riders backed the brand since something was lost in the Euro-to-English translation.

Crucible Creative was twice charged with creating a character-driven voice that explained advanced technology using correct terminology. We applied a technical style that fit the brand over a 100-page, 5,000-word consumer catalog and companion Web site while still speaking in a familiar dialect. The direct result was increased fluency for a European brand in the North American market.