Brand Voice / Theory

When the company rebranded after 19 years (most significantly, they capitalized the letter “T” in their logo), it also marked a new era for its brand voice.

To carry forward their bold yet minimal aesthetic, the CMO challenged me to speak volumes in as few words as possible in every brand communication, from campaign books to emails to online product copy. As the copy director, I developed a sophisticated tone of voice in step with their elevated photo direction to reinforce the high quality of their garments.