Controlled Burn Activewear Inc.

Project Details

Client: Controlled Burn Inc.
My Role: Co-Owner, Creative Director
Budget: N / A
Design Time: N / A
Tools: Pencils, Markers, Full Adobe Creative Suite

Services Provided

  • Business Strategy and Brand Positioning
  • Concept Ideation
  • Marketing, PR & Communications
  • Apparel Design & Graphics
  • Print Design
  • Planning, Scheduling & Budgeting

Project Take-Aways

It's fun to wear something you've designed yourself in a sport you're passionate about. It's even more fun to see others wearing it around.- Dale Cody (Co-Founder)

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editorial illustrations

The challenge

Create an activewear company for performance rock climbing

As a dedicated rock climber, I saw an opportunity to create sport specific activewear and accessories that were functional and attractive.


My partners and I formed a corporation with offices in Hermosa Beach California and Vancouver Canada. I designed the apparel and graphics and we contracted out to have it all made. I created catalogs and print advertising on a shoestring budget. As we grew, we sponsored professional climbers and climbing competitions. In our Action Sports Retailer show we sold a large order to a major European sporting goods company and off we went.


The company operated successfully for nearly four years before finally imploding on cash flow problems as it grew. I am proud of the fact that we paid off all suppliers and others before we shut the doors. It was a good lesson in business and one of the reasons I later went back to school to get an MBA degree.

Image Examples

Controlled Burn Catalog Cover

Controlled Burn Catalog Cover (photo by Dale Cody)