When St. Croix—the name behind “The Best Rods on Earth”—set out to launch their first-ever reel brand, they weren’t looking to extend what they already had. They wanted to build something new. Enter Seviin: a standalone brand with its own identity, voice, and space in the premium reel market. I was the copywriter on the launch, tasked with helping bring this brand to life.
The challenge: Build a brand that carries the credibility of St. Croix, but speaks to a new audience with a fresh voice. Seviin had to feel familiar but unborrowed—its own thing, rooted in performance, community, and clarity.
- Brand Narrative & Tone Development: Helped define Seviin’s core identity through the lens of the Explorer archetype—plainspoken, knowledgeable, inclusive. Think less Patagonia pro, more Jeep wave. Seviin doesn’t posture; it performs.
- Messaging Strategy: Shaped tone and voice across touchpoints—confident but humble, grounded in expertise, and free of fluff. The goal: talk like a real fishing buddy, not a catalog.
- Name Exploration: Participated in naming rounds that explored simplicity, grit, and emotional resonance—balancing ownability with connection to St. Croix’s Midwest DNA.
- Core Copy & Brand Mapping: Wrote foundational messaging around Seviin’s values, audience segments, positioning, and product benefits—especially for freshwater reels aimed at bass, panfish, and walleye anglers.
- Go-to-Market Concepting: Helped shape early storylines and campaign themes that tied Seviin’s practical innovation to emotional pull—reels built by people who live and breathe fishing.
