So maybe it’s a little ironic — writing a website for an outdoor event management and consultancy whose goal is to help people unplug from screens and devices. But so it was when Challenge the Wild rang. The parent company based in the U.K. was setting up shop this side of the pond and needed help translating its brand, mission, activities, and messaging for a North Carolina context. Paired with images of the stunning Piedmont, the invitation is to disconnect and to wander in “spaces where you can take in a broad horizon, rest under a shade canopy, and detect birdcall.”
The founders wished to sprinkle personality throughout the copy, so I wrote staff bios with a little humor. Of the Operations Chief, I wrote, “You know those nature documentaries with guides clad in khaki, walking through tall grass, whispering in hushed tones about rare birdcalls? Well, that’s Dale.” Of the Team Leader, I added, “Paul is the type who would enthusiastically go first rappelling down a 130-foot tower dating from the 1850s. You know, to show it’s safe.”
