GoldCoast skateboards

marketing director, brand manager, copywriter

In 2008, longboards and cruiser boards were the mopeds of skateboarding (read: super fun, but no one wanted to be caught riding one). The market was dominated by a handful of brands that had two very distinct points of view: the surfy stoner and stony surfer. And so GoldCoast Skateboards was born to satiate the desperate cravings of a stale industry. Like any newborn, however, GoldCoast didn’t have a voice, needed constant attention, and occasionally it pooped its pants. This was a project that required fierce focus to take the lead in changing the perception of its category. Brand voice, motto, marketing concepts, social media copy, product names, product descriptions, packaging copy, press releases, and inside jokes (literally. As in printing funny things on the insides of t-shirts) were written to position GoldCoast as, “The Design Leader of Skateboarding.” I had to convince millennials to care about design in skateboarding— something that had previously been ignored.

GoldCoast Skateboard Bearings Package Copy

VHS(Very High Speed)

"In a world without justice, one man must battle against all odds to defeat a tyrannical robot army and save his daughter from certain doom, all in time to defend his arm wrestling championship belt! GoldCoast’s VHS (Very High Speed) bearings are custom designed, precision built, and will keep you rolling longer than the end credits. Constructed with stainless steel balls, polyurethane races, and Te onTM lubricant, GoldCoast VHS bearings are smoother than a Segal ponytail, and faster than a Van Damme front kick."

Rolleroids

"GoldCoast’s Rolleroid bearings are designed to develop fun instantly. Our special chemical development process lubricates these stainless steel beauties to achieve breathtaking results every time. Daylight, low light, even at night, Rolleroid bearings always capture the momentum and deliver memories to last a lifetime. Go on, push it and see what develops."

Helshredicas

"From Zurich to Zermatt, everyone knows that when you want precision, you can’t miss with Swiss. Helshredica Swiss Bearings by GoldCoast deliver maximum speed in minimalist design. Stainless steel cases, polyurethane races, Swiss level precision balls, and lubricant that makes even the smallest hill feel like the Matterhorn."

"Sounds Like Fun" Video Concept