From sweatpants to Spandex…
There are few visual icons more recognizable than the Victoria’s Secret PINK dog and collegiate logo. When the global youth brand prepared to enter the athleisure market, we were in the midst of repositioning tone of voice to be more accessible and authentic. Our creative territory and verbal identity for PINK Active needed to reflect the brand’s evolution and connect with a diverse consumer base.
Keep Us With Us.
This concept drew on streetwear and street style to take PINK off campus. As part of a three-person editorial team responsible for naming, go-to-market positioning and content strategy, I crafted copy for digital, social and print channels that supported the brand’s launch into a new (and crowded) category and with a well-defined, ownable voice true to PINK’s optimistic, playful spirit.
Role: Copy, Brand Positioning, Content Strategy
Credits: Digital AD Lauren Festine, Social AD Jessie Liu