Urth Global Rebrand

Andy tackled some huge, really enjoyable challenges in his time at Urth, including writing the tagline, video script, and campaign messaging for an international brand rename campaign, crafting honest and succinct environmental impact messaging, refining content marketing pillars and processes for Urth Magazine, overhauling product descriptions for all products, writing all new web copy for a Shopify website redesign, copy for product launches, writing onboarding and lifecycle email copy, long-form cornerstone SEO articles, and building an ambassador program. Phew.

Renaming because of licensing issues isn’t very glamorous, so Andy crafted a story around the brand's focus on positive impact. This campaign was teased two weeks prior to launch to the email list and then one week out, they went live with teasers on social media and the website. When the rename went live, they ran digital ads with the tagline and body copy.

When Andy started at Urth, he was the first dedicated marketing person. He prioritised high-impact projects, which saw him overhauling product descriptions and writing comprehensive FAQs based on customer support’s long list of regular customer questions. That project wasn’t the flashiest but it saved the customer support team hours each week. Next, he refined the content pillars and content creation processes for Urth Magazine. This project tightened up the magazine content so it's easier to navigate, and the communications processes for the global network of content creators saved the company a lot of time and money. He was able to leverage his experience as Editor in Chief at Paper Sea Quarterly for this. The company also transitioned to a Shopify website, which required new web copy for every page. Working from the design agency’s wireframes he wrote tens of thousands of words of product descriptions. The largest and longest project was working on the rename campaign. Gobe had to change names to Urth due to licensing issues in different regions around the world. Because the brand’s positive impact is such an integral part of the company he came up with positioning that answered the immediate question – ‘why are you changing names’ – while also reiterating their commitment to becoming a carbon-positive business.

Timeline: Months and months Budget: A lot of internal time and big ad spend. Deliverables: List some deliverables that the independent gave. • Campaign tagline and mechanics • Webcopy (including tens of thousands of words of new product descriptions) • New brand copy (brand story, positive impact, vision + mission statements)