SUB-BRAND LAUNCH

Tread by Everlane

I was part of a team of five brought in to create the first-ever sub-brand under the Everlane umbrella, taking it from concept to market in under three months. As Copy Director, my areas of responsibility included developing the overall brand concept, name, key messaging, and brand voice, as well as the copy for a 360° launch campaign: website, product descriptions, packaging, experiential pop-up store, press materials, and a full-blown magazine for VIPs, press and influencers.

As seen in Vogue, Esquire, WWD, The Cut, and Wired.