In 2020, after 16 years of selling traditional bicycles, Charge Bikes pivoted to a lineup consisting entirely of electric models. As part of this bold relaunch of the Charge brand and site—and the introduction of three new bike models, each with a distinct target audience—I created taglines and headlines, wrote edited existing copy, and wrote all-new copy that not only served as a foundation for display ads, video, and paid search, but was also heavily utilized across Charge’s social channels.