Clif Bar
Challenge /
Thankfully, I wasn’t huffing and puffing my way up Hawk Hill when the good folks at Clif gave me a shout. They were at an impasse—knowing it was time to evolve their legacy (AKA: time capsule) website but having tons of trouble trying to figuring out how to talk about themselves coherently. They’d always questioned the validity of interactive (not to mention social)—thinking maybe that their audience would rather be scrambling up Half Dome than posting selfies at the summit (c’mon really?). And they’d never taken a deliberately editorial approach to storytelling.
Hmm. Time for a more elevated perspective…