The brief

Ahead of its launch, fashion start-up Each x Every needed to turn an ambitious business idea into a customer-facing brand — defining the story it wanted to tell and creating the content foundations to tell it consistently.

My role

I joined nine months before launch to lead content and brand-building, taking the founders' origin story and mission and translating them into a clear consumer narrative. I guided the brand's language across every touchpoint, writing category and product pages, developing and testing advertising copy, and shaping the content needed to bring the business to market.

As the brand developed, my remit expanded beyond copy into product naming and art direction. I also created a comprehensive tone of voice guide, codifying the verbal identity I had helped establish so the team could apply it consistently beyond launch.

Outcome

Each x Every launched with a fully realised verbal identity and a coherent story running from its mission through to product, content and advertising. What began as a content brief evolved into a broader creative role spanning brand voice, naming and art direction, with the final guidelines giving the team a framework to carry the brand forward.