I was asked to join the SAISEI team ahead of their US launch to create the brand's copy foundations - from tone of voice to grammar and style guides - working with the tech and product teams to translate complex fabric, sustainability and product spec into customer-facing copy. Lucky for me, I ended up staying on to write and oversee all brand and commercial copy for the first six months post-launch too, setting SAISEI up to take copy in-house in 2026.