// Marketing Campaigns
Launch of New Website & Fall Collection
In advance of a new site launch and multiple product drops, I drafted a narrative to frame up and guide all creative. The language was also excerpted for the brand’s consumer audience.
Tagline:
The Second Wave
Body Copy:
“We must be the great arsenal of democracy. For us, this is an emergency as serious as war itself. We must apply ourselves to our task with the same resolution, the same sense of urgency, the same spirit of patriotism and sacrifice as we would show were we at war.”
-Franklin D. Roosevelt, December 29,1940 Radio Address to the Nation, 343 Days Before the Attack on Pearl Harbor
In 2011, we drew a line in the sand. Not a narrow track but a furrow raked with a boot heel. It was an act of raw emotion and perfect clarity. The near surrender of American Industry was leaving our country vulnerable, our communities gutted, and our knowledge base depleted. It was stark. A sobering reality with an outcome we just couldn’t accept. So we chose a different future - one where we weren't waiting for someone else to step up.
It’s been 12 years of heavy lifting. Of salvaging looms and repairing machinery left to rust on the heap. Of retrofitting factories. Of seeking out a dying breed of craftsman and attaining knowledge on the verge of oblivion. Of teaching ourselves a lifetime of skills. Of building teams and best-in-class products. Of growing with the needs of our customers. And of paying a steep price for the lessons learned along the way. But we never stopped grinding, pushing ahead. We knew what we were rebuilding and what was at stake: American Made.
As of September 1st, 2023, ORIGIN is still holding that same line - once drawn in the sand, now cast in iron. And as this Second Wave of our history crests, we’ve redoubled our commitment to American Made and are proud to present two significant developments to you, our valued customers:
A newly designed, feature-rich website for a frictionless buying/exploration experience.
A robust expansion of 12 new products across pants, vests, jackets, shirts, and boots.
Reclaiming the legacy of American Industry is our daily mission, and we’re uniquely positioned in how we offer products to you.
Many brands operate Direct to Consumer (D2C), but their products, while shipped to you from a US-based warehouse, are made far from our shores. In the factories and labor camps of China. In the sweatshops of India and Pakistan. Places where costs are cut to the bone. Where human rights, manufacturing standards, and environmental safety are only taglines brands use to “greenwash” their reputation.
At ORIGIN, the chain of custody is clean. We operate from field to finish, from dirt to shirt, embracing an unparalleled Factory to Consumer (F2C) approach. Every product we deliver has made the journey from an American farm to our American factories... then straight to you. Our F2C model allows us to be nimble in our planning, development, and manufacturing - all of which put best-in-class, 100% American Made goods in your hands.
So get ready. The Second Wave of freedom is breaking as we expand the great arsenal of democracy together.
UFC Partnership
To announce a new relationship with the UFC, I drafted a narrative to frame up and guide all creative (paid media posts and reels, email campaigns, ad spots) and drive sales. The language was also excerpted for the brand’s consumer audience.
Tagline:
The “F” Word
Body Copy:
There was a time when a simple fabric garment panicked governments. A few yards of denim, some rivets, a button, stitching, and a zipper were all it took to be harassed, jailed, or executed in some parts of the world. These were places where blue jeans were a statement. Acquired on the black market at great cost. Worn defiantly as a rebuke of tyranny and a talisman of liberty - to think as you wanted, to say what you believed, to grow to your potential.
Jeans are still a powerful icon of American liberty, and that freedom is an incredible thing. But it’s an outcome, a result. Something won through perpetual struggle. Americans don’t measure themselves by the freedoms they’ve gained. We judge ourselves by the fights we win. That is the soul of America. Our marrow-deep truth. We are fighters. And for over a hundred years, we’ve worn jeans into battle.
Miners, frontiersman, ranchers, loggers, farmers, carpenters, masons. They built this country yard by yard. Calloused hands, broken backs, and fading daylight. It was a campaign of sheer will as they tamed the land, drew from it, and shaped it for our survival. All to do it again the next day. For another yard. Another chance. Another fight to be won. And they did it all in jeans.
You’ve seen the old photographs. Loggers with their cuffs rolled high over their boots. Farmers with their thumbs hooked in belt loops. Riveters perched on the skeletons of skyscrapers with their pant knees worn and faded. Ranchers with gloves tucked in their back pockets. Navy SEALS in the Mekong Delta with their ripped and faded blues. All serious men in a perilous struggle to build and save a nation.
At ORIGIN, we’re still fighting - to take back our manufacturing heritage, to preserve nearly lost skills, to rebuild our communities. Like our forefathers, we wear jeans because we mean business. And we make jeans because there’s work to be done. A fight to win. By all of us. By you.
Now is the time when a simple fabric garment will panic governments again. When China, Pakistan, and India hear the steady cadence of our looms from across the ocean.
Wear your fighting spirit. Let them know we’re coming.
Labor Day Brand Positioning
ORIGIN’s brand identity is rooted in the fight to reclaim American manufacturing. To mark and celebrate Labor Day, I aligned the brand with the holiday to underscore the significance of the company’s mission and bolster consumer loyalty.
Tagline:
The Truth of Numbers and Rubble
Body Copy:
Labor Day: It’s been set aside since the 1800s as a time to celebrate the social and economic achievements of the American worker. One day of ceremonial rest to mark a year of striving. One holiday of national remembrance to commemorate centuries of industry.
It’s an anniversary grounded in the reality of its time - America’s Second Industrial Revolution. On all fronts, industry was in explosive and boundless growth, fueled by new technology, market expansion, and global events.
It was a time of optimism in the unshakeable role of the worker. It was a time for faith in the promise of American manufacturing - a future with no limiting horizon. And it was a time so vastly different, so far removed from our current reality as to be nearly unrecognizable.
The truth is in the numbers: We’ve lost over 7 million manufacturing jobs since 1979. In apparel alone, the US workforce has been depleted to around 300,000 jobs from a past strength of over 2 million. That’s millions of Americans forced to their knees and struggling to recover. That’s generations of damage to undo.
The truth is in the rubble: Today, all along the eastern seaboard of New England, you’ll see them - vacant mills, empty trainyards, and tenements gone to seed. Communities that once supported themselves and thrived with vital industry are gutted.
So how have these forgotten people and places survived? Retail. Low wages. Low skills. Their birthright of skilled labor has been ripped away. The promise of generational betterment has been sold off. And the significance of Labor Day has been diminished throughout.
But we see a way back. One that puts people first. Because without trained, capable, empowered people, nothing else matters. In Maine and North Carolina, we are rebuilding factories, recreating jobs, reviving skills, and resurrecting communities. And those communities strengthen the next. And the next after that.
At ORIGIN, Labor Day is a sober reminder - of where we’ve come from, what we’ve lost, and what we’ve vowed to recover for all Americans. So that next year, there will be more of us to celebrate our day of labor.
One vision. One future. One stitch at a time.
Core Hunt Positioning
I drafted a three-pronged approach to address ORIGIN’s hunt audience and drive sales through hunt season. Each of the three messages sought to speak authentically to as many of their hunt consumers as possible.
Tagline 1:
Be The Scout
Body Copy 1:
The hunt is finite. That brief window of time from when the prey crosses your sights to when the arrow is loosed. And success of the hunt is measured in simple terms - a kill.
But scouting is a perpetual ritual, a never-ending cycle of refinement. Setting camp and equipment. Learning the ever-changing terrain. Pulling reps on the bow. Making adjustments. Finding signs of where your quarry lives, drinks, sleeps, rests, and feeds. Scouting is tedious. Grueling. Methodical. And the lion’s share of hunting is scouting.
At ORIGIN, we are scouts to the core. We train, plan, refine, track - all for the crucial moment of execution. So that when we nock the arrow, we know it’ll hit the mark.
The ORIGIN™ Field Explorer line represents the finest traditions and highest standards in hunt wear. Every garment has been proven in the wild - a physical product of countless hours of scouting.
Tagline 2:
Check Your Tags
Body Copy 2:
As a hunter, you cherish the land. The feel of it under your boots and at every handhold. The sweet decay of undergrowth. The sounds of life hidden all around you. In the cool of a glade. In the still swelter of a field. In the sudden rains and gusts that change the terrain in an instant. It’s your solace. The place you honor and belong. And you do everything you can to keep it unspoiled, pure.
You harvest humanely and in measure as a good steward. You disturb only what’s necessary. And you leave no trace once you’ve moved on. To do anything less would be an affront to you. A breach of natural law you’d never commit... deliberately.
But what if the very clothes you wore to hunt were harming the land, killing it acre by acre, species after species? Through irresponsible and reckless manufacturing practices. Through greed. And through claims to safeguard the environment while decimating it beyond our shores.
If you’re as angry as we are by the deception, there’s something you can do about it. A simple step to take as you prepare for the hunt: Check your tags. Is your gear 100% Made in America? Are all materials sourced sustainably on US soil from field to finish? And has the manufacturer safeguarded our environment by following best practices?
The ORIGIN Field Explorer line represents the finest traditions and highest standards - for the hunter and the land he loves.
Check your tags before you file your tags.
Tagline 3:
What a Hunter Really Is
Body Copy 3:
Too often, the kill is what gets attention. The final act of the hunter. But all the hours that lead to that moment define what the hunter truly is - a deep participant in the battle for survival, not a mere observer waiting to make the kill shot.
An observer admires the foliage. A participant uses the canopy for cover, for shade.
An observer enjoys the rush of cool air. A participant reads the currents to stay downwind or catch a scent on the breeze.
An observer follows the scenic path. A participant threads a tracking route through unbroken terrain.
Observers carry memoires. Participants learn lessons.
At ORIGIN, we are zealous participants in the adventure of life, and we’ve learned countless lessons, applying them to our hunt line: the best camo patterns for concealment; proper layering construction for function and comfort; fiber, fabric, and insulation development for warmth and moisture management. And every 100% American Made garment has been proven in the wild - a physical product of real-world participation.
Static Image Tagline:
ORIGIN™ Field Explorer Hunt Line: Fill your closet. Fill your freezer.
Father’s Day Positioning
The American Dream and its legacy are key parts of the ORIGIN narrative, so I took that angle with their Father’s Day campaigns to strike an emotional chord.
Tag Line:
What We Leave Behind
Body Copy:
As a father, you pass on so much to your children. Family traits. Shared history. Core beliefs. Lessons learned. And the legacy of what you’ve earned in this world and set aside for them.
At ORIGIN, we remember what our fathers passed to us: a country able to clothe and equip itself with the power of industry. It was our birthright. But it’s been surrendered and nearly forgotten along the way. Sold off cheap. Or left to rust.
No more. We’re taking it back. For us. For you.
This Father’s Day, make the promise of American Made part of your heritage for all our sons and daughters.
Win Jocko’s Gym
For a top-of-funnel push, I drafted sweepstakes language to drive email enrollment and category sales for JockoFuel nutritional supplements and ORIGIN training apparel.
Tag Line:
Win Jocko’s Gym
Header2:
Think You Can Handle It?
Body Copy:
Enter for a chance to win... and find out.
For Jocko, Discipline Equals Freedom. A daily push to be 1% better than the day before. And Jocko’s gym is the proving ground - meticulously designed, expertly built, and perfectly equipped.
So are you ready to train like Jocko?
CTA:
Enter Sweepstakes Now!
Eligibility:
To be automatically entered for a chance to win Jocko’s Gym, make a qualifying purchase of ORIGIN or JOCKO FUEL products between July 7, 2023 and August 7, 2023.
The Prize:
A custom-built, personal gym from SORINEX. Prize consists of up to $25,000 worth of gym equipment as selected by Sponsor with input from Winner’s specifications.
Disclaimer: Winners will not receive the actual gym pictured as it is the personal property of Jocko. Actual prize will vary depending upon customization allowances for Winner.
About the Brands:
SORINEX, ORIGIN, and JOCKO FUEL - three American brands known for excellence - have teamed up to make this once-in-a-lifetime sweepstakes possible.
SORINEX - master craftsmen of custom gym racks and equipment for professional athletes and the military
ORIGIN - the nation’s only Factory to Consumer manufacturer of 100% American apparel and boots
JOCKO FUEL - developers of the cleanest nutritional supplements available on the market
Hydrate Product Launch
I employed Jocko’s distinct voice and SEAL vernacular to frame up the critical, situational need for hydration in relation to training and performance.
Tagline:
ReHydrate. ReCalibrate. ReEngage.
Body Copy:
Accept it. Every training evolution is a test for weakness. A probe to pinpoint the break in your armor.
And you know exactly where it is. That soft underbelly. Between go-time and the final push.
It’s not a failure of will. It’s a betrayal of the body. You’ve bled out. Not a drop of sweat left to give.
There’s only one way back: to flood your system. A rapid infusion that targets the break in your defenses. Closes the gap.
Product Copy:
JockoFuel Hydrate is the critical link between your pre-workout Go and your post-blitz Molk. It’s your staying power. The fulcrum of a three-pronged attack to dominate every training evolution:
Fuel (Go). Sustain (Hydrate). Build (Molk).
Who’d we make it for? People who sweat. Yeah, that’s you. When you train. When you work. When you go hard at life.
So put it back. But put it back right. Hydrate.
It’s clean: Wouldn’t go in my body if it wasn't.
It tastes good: Better than anything this pure should.
It’s sweet: Just enough of the same natural sugars we use in all our blends.
It’s potent: A high-octane mix of everything you’ve sweat out and more (minus the nasty stuff).
You know the drill. Get some.
The Patriot Collection
I positioned ORIGIN graphic apparel as a canvas to communicate key messaging about the company, its mission, and ethos. This fed the site and all sales emails.
Landing Page Tagline:
Origin Stories
Landing Page Body Copy for Series:
From the start, we’ve felt deeply, thought deeply, believed deeply. In our purpose. In the path we had to take. And in the profound impact it would have - on us and you. It's a singular purpose that’s bled into every story we tell and product we make: We are here to bring American Made back.
But it’s a long road home. And we want to share the journey with you.
This 4th of July, we’re launching a curated series of collections - Origin Stories - designed to commemorate the people, ideas, and events that inspire us and fuel our determination. Each series of graphic t-shirts and rashguards will document the passion of expression that’s at the heart of our shared American experience.
Explore Origin Stories Inaugural Designs: The Patriot Collection
PDP Banner Copy:
The Patriot Collection
Product Copy for Collection:
Our identity as Americans defines us. A proudly defiant spirit rooted in rebellion against tyranny. We are perpetual Minute Men - ready to speak and act when our nation is in need.
So we celebrate the bravery, selflessness, and tenacity of the Founding Fathers, who declared our independence some 247 years ago. Their actions inspire us daily, and we’re commemorating the birth of our freedom with three select designs.
Design #1 features the Origin Wave of Freedom on the left breast and Stars and Bars on the back with "Built by Freedom" proudly below.
Design #2 features the Origin Wave of Freedom on the left breast and Old Glory riding the Wave of Freedom on the back with "Built by Freedom. American Made. Without Compromise."
Design #3 features the Origin Wave of Freedom on the left breast and the American Eagle crest with banner "Built to Believe. Without Compromise." proudly on the back.
Our CORE T is a 50/50 blend of American cotton and PolySynth fiber knit in South Carolina. This yields a soft, ring-spun yarn - a fabric that drapes without clinging. The cut is precise (just long enough but never too short), and the fit holds consistently through all-day wear without loss of shape. Origin Core T-shirts are the perfect high-speed, low-drag, everyday T-shirt for the gym or the office.
Origin rashguards are made from WarpWick© performance-knitted textile that offers 360 degree stretch. Knit in New England, WarpWick© is a soil-releasing, abrasion-resistant, and moisture-wicking fabric that’s ideal for the rigors of athletic training and competition. On the mat, in the gym, or on the field, Origin rashguards will outlast anything you can put them through.
Our Comfort Fit rashguards are designed to stay tucked in, but they offer a more relaxed fit - like a perfectly proportioned athletic T-shirt.
RTX Release
To launch a new training line, I opted for an aspirational approach, challenging consumers to identify what they strive for in life and why. Like with most of my campaign documents, this one fed the site and all sales emails.
Tagline:
X = Everything
Body Copy:
We all train for something: not for likes, clicks or follows, but to compete with our inner self - to heal, to grow, to conquer, to connect, to live as long and well as we can. With no excuses, apologies, or exit strategies, we aim ourselves in the direction of the thing we value most, and we work relentlessly towards that X on life’s map.
At ORIGIN, we train, too, keeping our minds and bodies sharp to do the seemingly impossible every day of the week - to bring back American Made. That’s our everything: to build it up, to pass it on. And it's that singular, all-consuming mission that fueled the creation of our training line.
Because it all started on the ground. We were born there. A group of people with a passion for Jiu-Jitsu and the lessons learned on the mat. We took those hard-won truths and applied them. To how we plan. How we design. How we craft. How we test and refine. All measured against what it takes to produce a garment that survives the rigors of tangled bodies trying to submit each other. And the legacy of our world-class training gis is in the DNA of every product we make.
Our ORIGIN RTX line (Roll. Train. Execute.) is battle ready and built for maximum comfort and durability on your quest for everything and the training that gets you there. More reps, more miles, more rolls, more minutes. Whether you’re active or in active recovery, ORIGIN RTX is built to do more.
So what’s your X factor, your everything?
Product Copy:
The ORIGIN RTX Training Short is designed to be a cut above other premium workout wear.
Trimmed to comfort fit, it features two front pockets and a triple-layer elastic waistband that flexes and holds proportionally, providing functional storage and confidence of unrestricted movement. Crush every set, mile, roll, swing, drill, or pass like a savage, knowing that ORIGIN RTX Training Short offers the perfect balance of weight, flexibility, breathability, moisture control, and durability.
Whatever your X is, the ORIGIN RTX Training Short has you covered... literally.