Skedco's rolled rescue stretcher helped define the search-and-rescue market. After almost 30 years in business, their signature product, the Sked, had become standard issue in every branch of the military. Recently, though, lower-quality competitors had begun eating away at their sales.

Working through Pop Art, I helped establish a new voice for the company, coining their signature slogan, "Sked in, man out". I rewrote the copy for their website, outlined their cross-media content strategy, and began executing on tactics to substantiate them as the original and best rescue stretcher on the market. My writing spanned a new brand website, a new product website, video, Facebook, blog postings, brochures and flyers.

The work expanded my use of voice into this very masculine, military market.