Urth

The client

Urth is a sustainable camera accessories and lifestyle brand based in Byron Bay. I worked for Urth as their Marketing Manger for two years and in that time worked on some great projects.

The challenge

I tackled some some huge, really enjoyable challenges in my time at Urth, including: writing the tagline, video script, and campaign messaging for an international brand rename campaign, crafting honest and succinct environmental impact messaging, refining content marketing pillars and processes for Urth Magazine, overhauling product descriptions for all products, writing all new web copy for a Shopify website redesign, copy for product launches, writing onboarding and lifecycle email copy, long-form cornerstone SEO articles, and building an ambassador program. Phew.

The solution

When I started at Urth, I was the first dedicated marketing person. I prioritised high-impact projects, which saw me overhauling product descriptions and writing comprehensive FAQs based on customer support’s long list of regular customer questions. This project wasn’t the flashiest but it saved the customer support team hours each week. Next I refined the content pillars and content creation processes for Urth Magazine. This project tightened up the magazine content so it's easier to navigate, and the communications processes for the global network of content creators saved the company a lot of time and money. I was able to leverage my experience at the helm of Paper Sea Quarterly for this. We also transitioned to a Shopify website, which required new web copy for every page. I worked off the design agency’s wireframes to write the copy currently live on the site. The largest and longest project was working on the rename campaign. Gobe had to change names to Urth due to licensing issues in different regions around the world. Because the brand’s positive impact is such an integral part of the company I came up with positioning that answered the immediate question – ‘why are you changing names’ – while also reiterating their commitment to becoming a carbon positive business.

The rename campaign

Renaming because of licensing issues isn’t very glamorous, so I crafted a story around our focus on positive impact. This campaign was teased two weeks prior to launch to the email list and then one week out, we went live with teasers on social media and the website. When the rename went live, we ran digital ads with the tagline and body copy below.

New name, bigger vision.

We’re changing names to better reflect what we’re working to protect.

The positive impact page

We started Urth to create a lasting positive impact on the planet.

We are doing that through consciously designing products that help people get out into nature and planting 5 trees with every product. Our mission is to plant 1 billion trees by 2032.

The simple but powerful act of planting trees helps offset the carbon footprint of our products many times over.

Positive impact

We are taking a multi-faceted approach to creating a positive impact on the planet.

When exploring options to offset our impact, we quickly realised tree planting was the best way to do that, because trees sequester carbon, purify water and rejuvenate ecosystems. We fund tree planting projects run by Eden Reforestation Projects – our tree planting partner – to plant 5 trees with every Urth product and provide employment for people affected by deforestation. Read more about our reforestation projects and our tree planting sites. Through our ambassador program, and Urth Magazine, we support and empower conscious creators to create work that helps others deepen their connection with nature and inspire others to join us in protecting it.

The brand story

Urth (formerly Gobe) was born in 2014 on a two-year road trip from California to Patagonia. Founders Christian and Chris spent as much time in nature as possible and met our third founder, Minnie, along the journey. 

Nurturing a deeper connection with nature reminded them of the impact we have on the environment and our responsibility to minimise and offset these effects.

They realised business was the most impactful way to create lasting change. And so every time you support Urth, you are funding communities to plant 5 trees, offsetting your impact, and rejuvenating ecosystems.

Our philosophy

Conscious design

Positive-impact designs for passionate creators

Positive impact

Our products fund communities to plant 5 trees.

Sustainable quality

Lifetime quality keeps out products out of landfill.

Spreading awareness

Sharing stories to deepen our connection with nature.

The vision

We want to help you spend more time in nature with a camera

We have a simple vision with a big purpose. We believe photography can be a powerful tool in the global conservation movement because it helps those who can't spend time in nature to connect with it. That's why we want you to spend more time in nature with a camera – so you can capture her beauty and share it with the world.

The mission

Our mission is to design products that spark creativity so we can plant 1 billion trees by 2032.

We want to show the world that business can be a powerful force for conservation. We are continuously improving our designs to further minimise our impact. And, with your support, our positive impact initiatives continue funding local communities to revitalise damaged ecosystems by planting 5 trees with every product.

The product descriptions

CPL Polarizing Filter Plus+

Cut reflections and boost colours.

Our professional CPL Polarizing Filter Plus+ cuts polarized light to increase contrast and boosts colour saturation and vibrancy.

Description

Polarized light can wash out images with silvery reflected light and our CPL Polarizing Filter Plus+ cuts out 99.9% of reflected light from water, glass, and non-metallic surfaces, uncovering bolder colours.

Our Plus range features 20 layers of nano-coating providing easier cleaning and better protection against water, oil, and scratches. These layers also provide a higher maximum light transmission and a more consistent transmission curve for sharper images, finer colours, and greater depth.

Product benefits

Better colour saturation – Cut polarized light for more vibrant colours.

Cut reflections – Filter out reflections from water, glass and non-metallic surfaces.

Boost contrast – Achieve stronger contrast for more vivid images.

Product features

Professional German glass

Industry-leading German SCHOTT B270 optical glass is coated with a 20-layer nano-coating for professional polarization, added protection and easier cleaning.

Ultra-slim magnalium rim

Our consciously designed ultra-slim rim avoids vignetting and our durable magnalium is guaranteed for life.

Double-threaded

All our filters are double-threaded for stacking filters or using screw-mount lens caps.

How to use a CPL

1. Find your filter size
   Inquisitively search for lens diameter symbol. Ø often marks the spot. The diameter you seek may be accompanied by a number – 58 or 58mm. Look to the side and the front, this precious number is your filter size. Be warned, your lens focal length (e.g. 18-55mm) is not your filter size.

2. Place flat and screw clockwise
   Carefully behold lens in one hand and place flat on lens. Gently screw clockwise until just firm. Do not over-tighten, that which goes on must one day come off.

3. Twist it until you see it
   Tenderly rotate the outer tim of your CPL Filter and watch as the level of polarization changes.

4. For best results
   You’ll need to adjust your exposure setting for a 1.33 f-stop light reduction. For best results, use your CPL with landscapes, streetscapes, around water, snow, clouds and ensure the sun is 90-degrees to your lens filter.