Strategy, Design, Content, Communications

Sterling Rope

Assisting an elite safety manufacturer's transformation into an inspiring lifestyle brand for multiple verticals.

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Sterling Rope produces some of the world's best ropes and other safety equipment for sports such as climbing, mountaineering and canyoning, as well as at-height professionals like firefighters, arborists and tower technicians. Based in Biddeford, Maine, Sterling Rope was founded in 1992 and their products are produced entirely in the United States.

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Reposition a technical product manufacturer into a lifestyle brand that saves lives and allows people to reach new heights and adventure further — and communicate this with a goal of pulling all of their segments, both in work and play, together in a way that elevates Sterling's approach.

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Sterling's longevity as an American manufacturer has largely relied on the high-level quality of their products and their ability to articulate the technical features, durability and ease-of-use of their products. However, to break into the next tier of brands they needed a way to tell the story of how Sterling voraciously fits into the lifestyles of people who put their lives on the line every day in their dedicated pursuits.

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KINGSPOKE launched a comprehensive campaign to introduce Sterling's new Brand Vision through an integrated campaign with a new voice, tagline, videos, advertising, design and communications plan that is helping to evolve brand perception and increase sales.