Outside By Design

This week we're joined by Casey Callahan, Lead Designer – Product Creative at Burton. Casey discusses bringing her own personality to a large brand, adding new perspectives to the snowboard industry, not taking yourself too seriously, and designing from a place of generosity. So much is packed into this episode - enjoy! Follow Casey: @caseyskylar   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show! Affiliate Links: Adobe Creative Live Creative Market Descript  

"The people and the brands that I'm most drawn to are the ones that are really authentic."   This week on the podcast we're joined by Women's Health Features Director Kristin Canning. Kristin chats with Lisa about what makes a good story, bringing your whole self to work, advice for freelancers, and what makes a good pitch. If you're curious about the editorial process or want to learn from a professional storyteller, this episode is for you!   Follow Kristin: @kriscann kristincanning.contently.com   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show! Affiliate Links: Adobe Creative Live Creative Market Descript

"When you're not authentic, people don't listen to you." We're joined this week by Hannah Michelotti, public speaking and presentation coach. Hannah shares her best tips for giving presentations as a creative, how to dress authentically, what makes a virtual presentation different than an in-person one, and how to utilize storytelling to keep your listeners interested. This is an INCREDIBLE episode for anyone who gives presentations in a work setting.  Follow Hannah: @articulatewithhannah articulatewithhannah.com YouTube   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show! Affiliate Links: Adobe Creative Live Creative Market Descript  

This week on Outside By Design: Katherine Donnelly, Director of Operations at Trew Gear. Katherine shares about her engineering background and her path to the outdoor industry, what it means to be creative as a "left-brained" person, communicating with creative team members, gracefully rolling with supply chain issues, and more.  Follow Katherine: @trewgear trewgear.com @katherinejondro   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!    

This week we're joined by Jamie Kirby - formerly the Creative Director and then Director of Marketing for Chaco Footwear, currently the VP of Marketing for Fernhaus Studio. Jamie shares about being a female creative director, breaking free from corporate life, staying engaged with side creative projects, and being the kind of boss that rolls up their sleeves and gets stuff done.    Follow Jamie: Personal: @heydaylab  Work: @fernhaus.studio   People/Coaches Jamie referenced:  Executive Coach - Sari De  Life Coach - Jillian J Journaling & Meditation - AM Yoga Experiential Agency that built the Fit for Adventure Tour Bus - The Field Scout    Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/blog Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

"Community is everything to us." Robin Hall joins us on the podcast today - she's the Founder and CEO of Town Hall Outdoor Co. Robin and Lisa chat about Robin's transition from working at Smartwool to starting a sustainable kids' outdoor apparel brand. They also cover the nuances of marketing to kids and their parents, interesting consumer trends, approaching gender as a kids' apparel company, and building an outdoor business community in Steamboat Springs.    @townhallco_ @robinhallco   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/blog Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

We’re joined this week by Tanya Velazquez, Digital Marketing Manager at Troy Lee Designs. Tanya talks about building customer relationships, forward thinking as part of your marketing calendar, streamlining processes, and telling your brand’s story through a blend of creativity and logistics.   troyleedesigns.com @troyleedesigns   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/blog Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

"Mindset over skillset." After our summer hiatus, we're back with a new episode of Outside By Design! To kick off the episode, Lisa and Iris discuss a brand-new program offering at WHEELIE: the Rebrand Program. In 12 weeks, this live, digital rebrand program will leave you with a fully-custom, updated brand with a plan. And our guest for this episode is no stranger to rebranding and revamping an existing outdoor brand. Bonie Shupe is the GM and Director of Product at Ibex, a brand that once went out of business but was brought back from the ashes. Bonie discusses navigating a brand's identity as both an old and a new company, rebuilding trust through authenticity, and reframing Ibex's mission and values into the future.   Follow Bonie: @bonieshupe LinkedIn Ibex Insiders   wheeliecreative.com/rebrand   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/blog Don't forget to subscribe and if you haven't already, please le

"More people are thinking about climate in a serious way than ever before." This week we're joined by Austin Whitman, CEO of Climate Neutral. Austin shares how Climate Neutral came to be, the certification process for brands, and why they launched in the outdoor industry. Austin also discusses what creatives can do about the climate crisis, who leads these certification processes inside companies, and how to get involved. This episode is jam-packed! Follow Climate Neutral: @beclimateneutral climateneutral.org   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

"How do you be real - and can you be real - to everyone at once?" We're joined this week by Matt Burbach, Director of Marketing at Mountain Hardwear. Matt talks about shifting from a "making" role to a "managing" role in his career, how his team has transitioned to remote work, how he shoulders the responsibility of being in charge of a brand's image, and more. Matt and Lisa discuss the hybrid-work future, the importance of having the right people on your team, and how a brand can define community and show up authentically. This is a jam-packed episode with great takeaways for every marketer in the outdoor industry, so listen in!   Follow Matt: LinkedIn @mattburbach mattburbach.com   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

We're back with a minisode! Iris takes a dive into the controversial iOS 14.5 update and what it means for advertisers in the outdoor industry. If you start to see changes in your social media ad campaigns, this is why! Tune in to find out what's happening, what the impacts will be, and what you can do about it.   Deeper information: Facebook for Business on How iOS 14 May Affect Your Ads and Reporting BGR on How Anti-Tracking Is Hurting Facebook Adlucent on How Advertisers Can Prepare Fast Company on Stats For Tracking Uptake   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

"I think in order to be authentic, you have to be willing to talk about some of those tougher topics like crashing and failing and trips not going as planned." This week on the podcast: Kami York-Feirn, Marketing Manager at Wild Rye and former Social Media Manager at Osprey. Kami joins us to talk about finding a brand voice, talking about tough topics as a brand, and being relatable to both beginners and seasoned athletes. How can a brand stand up for what it believes in? And do you have to sacrifice personal values for the interest of a brand? Listen in to find out! Follow Kami: @followthebeartracks @wild_rye_ wild-rye.com Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

COVID-19 had an interesting impact on outdoor recreation: it led many people to take up outdoor activities for the first time. Outdoor Industry Association released the 2021 Special Report: The New Outdoor Participant diving into the data about these first-time outdoorists. Iris chats about these findings and what they mean for industry marketers for the coming years. If you're curious about engaging these brand new outdoor customers and turning them into lifelong adventurers, listen in!    ​Read The Report Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

We're back with another minisode! This week, Iris discusses her top 10 ideas for leveraging your brand's athlete or ambassador team. If you are looking to utilize your athletes or hoping to kick off your company's ambassador crew, this is a great, quick listen for you! Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

"Your creative agency shouldn't be in the friend-making business." Lisa's on the show to chat about five traits to look for in a creative director! She shares what creative direction is, some red flags to look out for, and how you can find a creative director or agency. Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

"The most exciting thing in skiing is women." We're HONORED to have legendary professional skier Elyse Saugstad on the podcast this week to talk about her career, how she finds creativity in skiing, how the treatment of women in the ski industry has evolved, and what the future of skiing holds.  Follow Elyse: @elysesaugstad On My Own Terms   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

Is your brand missing out on the power of Instagram reels? Let's fix that!   Iris brings her social media insights to the podcasts to discuss why reels are so beneficial to your brand and four types of reels your outdoor brand can utilize to reach outdoor-minded users. We can't wait to see what you post!   Reels referenced: Red Bull, Black Diamond, PinkBike, Specialized, Simms, SMITH Optics, prAna, Keen, United By Blue, Oboz, REI, Icebreaker   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!  

"I do think that we in this industry, as small as we are, we are mighty." We're joined by pro skier, artist, producer, founder, and woman of many other titles Lynsey Dyer! Lynsey talks about the state of being a pro skier in this world, moving past beauty standards, using your creative talent the right way, and her time on a reality TV show. Follow Lynsey: @lynseydyer lynseydyer.com unicornpicnic.com   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

30% of your life is spent at work. How are you showing up there?   Lisa's on the minisode to talk about corporate culture, leadership training, and bringing humanness to work. Plus, she hints at a top secret project in the works to help everyone level up. Listen in!   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!

This week we're joined by documentary-style photographer Evan Green! Evan chats about the special requirements of shooting mountain biking, how he uses color in his photos, his role in impacting the diversity of the outdoor industry, and why being an athlete helps him in his role as an action sports photographer.   Follow Evan: greenevan.com @thegreenevan   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/podcast Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!