Onewheel

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My Role Senior Copywriter at
Client

Wrote Rainfactory's 2020 Onewheel growth case study, then the Pint X and GT product pages for Onewheel's fall 2021 launch.

Deliverables
Content Marketing DTC Launch Landing Page
A helmeted rider carves a Pint X along the concrete floor of the Los Angeles river channel at sunset, one arm raised, the board's blue rail reading “pint X” and the sun flaring low behind a transmission tower.

The story, then the launch

Two jobs: Rainfactory's case study on how Onewheel grew, then the product pages that sold its next two boards.

One launch, two audiences

Onewheel's homepage flipped to 'Introducing Pint X & GT' — and I wrote the two pages it sent riders to.

The Pint X product page at launch — ‘Mighty, mini, ready to take on any adventure’: 18 mph, 12–18 mi range, $1,400.
The GT product page at launch — ‘A quantum leap in Onewheel performance’: 20 mph, 20–32 mi range, $2,200.
Each had to be unmistakably Onewheel but written for its own buyer: Pint X argued on size at $1,400, GT on power at $2,200.

Read it

The 2020 case study

How the entry-level Pint, monthly payment plans, and a Hulu campaign put the board within reach of the young riders who adored it — the Pint being the predecessor to the Pint X I'd go on to write the product page for.

How Santa Barbara Startup OneWheel Scaled to Success Jan 15, 2020 · Client News · 2 min read Read →
Full-bleed hero of the Onewheel Pint X product page: two riders carve down a sunlit road on Pint X boards, shot low from road level. A neon-yellow badge reads 'LAUNCH DEAL — LIMITED TIME ONLY — SAVE UP TO $200 — 48 HOURS ONLY.' A bottom stat bar pairs the pint x wordmark with 'Mighty, mini, ready to take on any adventure,' then Top Speed 18 mph, Range 12-18 mi, From $1,400, and a Buy Now button.
Three icon-led benefit blocks — 'EXTENDED RANGE: Get up to 18 miles on a single charge. Freedom feels good.', 'SPEED BOOST: Pound for pound the people's champ. At 18 mph Pint X packs a punch.', 'TAKE IT TO GO: Small enough to fit anywhere. Built in maghandle to grip and rip.'
"Designed specifically to build rider confidence" "This is the Model 3 of their line"
Press quote — 'This little ripper hits the sweet spot between price, performance, and practicality' — over The Verge, digitaltrends, and MKBHD logos.
Under 'GO FARTHER' — 'Double the range, double the fun. Get up to 18mi/29km per charge, twice the range of Pint, so you go where you want.' — two riders cruise a sunset backroad.
Under 'POCKET ROCKET' — 'With a top speed of 18 mph, Pint X has extra juice to get where you're going fast. Pint X goes 2mph faster than Pint, which makes a massive difference on longer trips.' — a rider in a red dress glides past a yellow warehouse. Under 'GRAB AND GO' — 'At 27 inches tip to tip, Pint X goes with you—coffee shop, train, under your desk, wherever. Stash it, sesh it, love it.' — a close-up of a hand carrying the blue Pint X by its handle.
Two sections from the Pint X page. A smiling new rider sits cross-legged on the floor fastening a white helmet beside her Pint X, above the heading 'LEARN SOMETHING NEW' and the line 'You can do it, we promise. Pint X features Simplestop dismount technology, making it easy to ride quickly and feel confident.' Below, a helmeted rider carves across tire-marked pavement on a blue Pint X.
Product page section headed 'IT'S LIT' with the line 'Pint X features Lightbar integrated into the front footpad for sense pad indication, battery monitoring and in-ride alerts.' Below, a close-up of the blue Pint X rail, then two lifestyle photos: a smiling rider in a black helmet, and a woman sitting on brick steps beside her blue Pint X.
Full-bleed black quote panel reading '"I can't stop riding it!" - Carlo B.' above a golden-hour photo of two riders resting against a stone wall, their lime and blue Pint X boards parked on the pavement below.
Two stacked page sections. First, on a pale studio backdrop: a Pint X with neon-yellow rails lies among scattered tennis balls under the kicker 'Snag one before they are gone.' and the headline 'LIMITED EDITION COLORWAY', with a black 'Buy Now' button. Below, a dark section shows a rider's hands on a phone running the Onewheel App beside the board, headed 'CONNECT & CONTROL' with body copy 'Sync to your board from the Onewheel App. Customize the way your board rides, check your battery status, connect with friends and more.'
Two stacked sections. First: a helmeted rider crouches holding a yellow-railed Pint X upright, next to the kicker 'Customize your board', the headline 'MAKE IT YOURS', and a black 'Customize' button. Below, a rider carves down a sunlit road past the headline 'AS LOW AS $78 A MONTH', body copy 'Get the board you want. Easy financing and low payments available with Klarna.', a price pair 'Starting at $1400 / Monthly $78/MO', and a neon 'Buy Now' button.

Pint X Product Page

What I wrote and why.

Small, Framed as an Asset

Sandwiching the small-sounding word between two power words makes compactness a feature.

Range Takes the Lead Slot

The number makes the case. The short second sentence gives it soul.

Speed

Pint X is the smaller board, so I sold its 18 mph the way boxing ranks fighters: fast for its weight.

Spec → Feeling

The promise comes first, so the mileage that follows reads as proof of something already sold.

Measured, Then Sold

The tip-to-tip number proves it fits into a commute. The slang that follows sells how it feels to own.

Reassurance First

Every first-timer is secretly asking the same thing: what if I can’t stop?

Lightbar Feature Named in Slang

Peak 2021, I know. The wink fit the moment and the audience.

Monthly Figure First

The headline leads with the monthly figure. Underneath, the full price is the same size as the monthly so people don't feel tricked.

Onewheel GT product page hero: a rider's feet on a GT board kicking up dust in a desert landscape. A yellow badge reads 'LAUNCH DEAL — LIMITED TIME ONLY — SAVE UP TO $275 — 48 HOURS ONLY.' The stat bar below reads 'GT — A quantum leap in Onewheel performance. Top Speed 20 mph, Range 20-32 mi, From $2,200' with a Buy Now button.
GT page benefits section on black: three yellow icons head columns titled 'MORE POWER' ('Higher voltage for more power, torque and dynamic performance at all speeds. Welcome to that 3 horsepower life.'), 'MORE RANGE' ('With up to 32mi/52km on a single charge, riding a full day without a recharge is now a thing.'), and 'MORE CONTROL' ('Concave footpads, grippier grip tape, and a custom tire profile combine for even deeper carving and more boardfeel. Let 'er rip!').
A helmeted rider carves a Onewheel GT through a cloud of dust on a barren hill, backlit by hazy sun, under the giant stacked headline 'MORE POWER'. Below, on black: 'ENHANCED POWERBAND' beside a power-vs-RPM curve chart comparing 'ONEWHEEL GT' (solid yellow, higher) to 'PREVIOUS MODELS' (dashed gray), with body copy ending 'And who doesn't like more voltage?'
An aerial shot of a rider descending a rocky canyon trail past a huge standing boulder, under the giant stacked headline 'GO FARTHER'. Below, on black: '32 MILE RANGE' beside a macro render of blue 21700 battery cells packed inside the GT's footpad, with copy ending 'Go farther.'
Two stacked frames from the Onewheel GT page: a rider glides through a light-streaked tunnel in long-exposure blur, then a low night shot tracks a rider's feet on a GT with red taillight glowing. Overlaid copy reads 'CUSTOM RUBBER — Carve-ability taken to the next level, this new Onewheel-specific tire with rounder profile gets you from rail to rail for that powder day feel.'
Two stacked frames: under a storm-dark sky a helmeted rider carves a GT across gravel behind the giant word 'BUILT', then a macro shot of the knobby Trail Slayer tire on a leaf-covered forest floor carries 'FOR ADVENTURE' and the block 'TREAD & SHRED — Ready to go full send? For the first time, the Onewheel-specific Trail Slayer GT treaded tire is available from the factory. Carvy? Grippy? Choose two.'
Two stacked sections from the Onewheel GT page. First, a macro shot of black grip tape overlaid with a blue wireframe grid showing the footpad's concave curve, headlined 'CONCAVE FOOTPADS' with body copy: 'GT features concave front and rear footpads for maximum comfort and control and aggressive grip tape for maximum traction.' Below, a ground-level photo of a GT leaning against the knobby tire of an off-road truck on a dirt road.
LIGHT IT UP — Brighter LED lights with 300% more lumens than XR and featuring new Highbeams for maximum visibility. See and be seen! A GT's headlight bar glows against a darkened studio.
Two stacked sections from the Onewheel GT page. First, 'DETAILS MATTER' beside a close-up of the GT's grip-tape footpad and ONEWHEEL-branded rail, with copy: 'Every component of GT has been completely redesigned to make the world's most refined shredding machine. Built like a tank, assembled with care and precision in the USA.' Below, 'RIP IT & GRIP IT' over a rider in a blue-lit parking garage carrying a GT by its handle and a helmet in the other hand, with copy: 'The GT comes standard with Onewheel's aluminum, rubber gripped, premium Maghandle Pro handle that snaps in place when not in use.'
Two stacked sections from the Onewheel GT product page. Top: a rider holds a phone running the Onewheel App beside a parked GT, under the heading 'CONNECT & CONTROL' and the copy 'Sync to your board from the Onewheel App. Customize the way your board rides, check your battery status, connect with friends and more.' Bottom: a GT leans against a sunlit adobe wall beside the oversized headline 'AS LOW AS $92 A MONTH', the copy 'Get the board you want. Easy financing and low payments available with Klarna.', a price pair 'Starting at $2,200 / Monthly $92/MO', and a Shop Now button.

GT Product Page

What I wrote and why.

GT Hero and Stat Bar

'Quantum leap' is a claim, so it needs backup: top speed, range, and price. Three objective numbers instill confidence before the Buy Now button.

Written in Rider Slang

'Ready to go full send?' opens in rider slang, then 'Carvy? Grippy? Choose two.' only lands if you know the cliche it breaks.

A Rhyme for the Handle

A carry handle is the least glamorous feature on the page, but it’s thoughtfully engineered and part of what riders pay the premium for. The rhyme gives it the attention it deserves.