For outdoor and eco-focused brands that keep it real
Strategy first.Slop never.
Don't let confident but inaccurate claims get you lost in the woods. I plan the trail and guide the way. AI carries the pack.
Brands who let me near their words
- Nocs Provisions
- Johnson & Johnson Vision
- ExpressVPN
- vpnMentor
- Humanity Bioscience
I meet you wherever you are.
- 01
Base camp: A second opinion.
Send me a claim, a page, a draft. I'll tell you straight whether it holds up, and how to fix it if it doesn't.
- 02
High camp: The roadmap.
I map your content engine end to end, and hand you the plan for fixing what's off. I can execute it too, with or without AI in the mix. Your call.
- 03
Summit: The whole operation.
Everything above, plus the workflows built and the content written, published, and maintained. You hand over the supplies, and I'll get you to the top.
Not sure which one fits? Start with a conversation, no pitch, no pressure.
Get in touchSelected impact
Numbers that moved.
Page one
of Google for a competitive outdoor product's core keyword.
75%
less landing page production time after rebuilding a research-to-draft workflow around AI.
3 hrs → <1
cross-brand QA review per page, without loosening the standard.
+25%
organic traffic in three months from a single homepage optimization.
Selected work
A few pieces worth reading.
Published, untouched, and all mine. Most of my client work is under NDA or optimized past recognition, but Nocs Provisions is fair game.
SEO article
Everything About Waterproof & Fog Proof Binoculars
Technical product specs turned into clear, search-friendly content that actually helps someone decide to buy.
Read it →Blog
The Shoebill Stork: Africa's Most Wanted
Storytelling built around a strange, delightful bird, written in Nocs' voice and nobody else's.
Read it →Campaign
REI x Nocs: The Amelia Winger-Bearskin Collaboration
Editorial content for a brand collaboration spanning outdoor culture, art, and environmental storytelling.
Read it →Social
Campaign Instagram post
The same collaboration, adapted into a scroll-stopping caption for Nocs' feed.
Read it →Want more? See the full portfolio.
About
The strategist who notices everything
Christine Johansen is a content strategist for outdoor and eco-focused brands, though her work also spans founder-led, privacy, and SaaS brands.
She's the nature nerd friend who stops a million and one times on a hike because she notices the little things. The unfamiliar bird call. The moss beaded with dew. Annoying? A little. But noticing what everyone else misses is exactly what makes her good at this work. She'll catch the claim that's slightly off and the voice that's started to drift, before the system quietly comes apart at the seams.
Read the full storyChristine is an incredible asset to our team, able to interpret tasks through the lens of our brand, and produce great results. Her writing style is personable, on brand, and most importantly, fun and authentic, something that really resonates with our customers. Her brilliant writing style is something AI cannot replicate, and her understanding of brand is very strong.
Working with Christine on vpnMentor's high-priority web pages was an absolute pleasure. She's a thoughtful and detail-oriented editor who always looks for ways to strengthen a piece rather than just tweak it. Every collaboration felt easy and productive thanks to her professionalism and warm communication style.
Contact
Tell me what you're working on
Ready for content that actually sounds like you?
A few sentences is plenty. No intake form with seventeen dropdowns, I wouldn't do that to you.