Pee With Freedom
After working together on various projects over a span of 2 years, Elira Apparel asked Petrichor Freelance to oversee the building of a new website and guide the copywriting process. Collaborating with the web designers and the CEO of Elira Apparel, we were able to craft inspiring language to mirror the inspiration that sparked the creation of the brand itself.
We also collaborated on sourcing talent, directing a shoot, and creating high-quality brand videos to develop the company culture and highlight the benefits of their product to blue-collar workers.
The new website, built to market an innovative pant that allows wearers to relieve themselves without pulling them down, was intended to toe the line between trendy outdoor wear and tough workwear. We used language of empowerment, designed to reach hard-working and adventurous outdoorists.
Rising above the "be-everything-for-everybody" approach often employed by companies trying to make it big, Elira Apparel chose to be hyper-specific and not cut corners. They single out their target market and don't try to appeal to the casual interest.
We leaned into the idea that this product was gear, not clothing. Using strong words evokes that idea, even when it's not explicitly stated, especially when paired with strong imagery.
The brand is intent on building a community of adventurers and sharing their stories through visual mediums and captivating words. Encouraging site visitors to view past stories positions Elira Apparel to enjoy the long-term result of a growing community.
ELIRA Woman profile of Heather, a fly fishing guide in Montana.
Highlighting a Real Life Customer
Petrichor Freelance sourced an ELIRA user who had put the product to the test in her daily life, was comfortable in front of a camera, and was willing to dedicate 2 days to a brand video shoot. Traveling to location and excellent communication with the local videographer ensured the brand got the content they needed to tell her story and showcase the benefits of their product.
ELIRA Woman promotional video - I AM Series
Building Brand Messaging
The client wanted to use Heather’s story to build their brand message of empowerment using an I AM video series. Petrichor Freelance used the raw footage from the brand shoot to create an inspiring video to that end.