The brief

SAISEI had its name, products and visual identity in place, but no verbal identity or agreed way for the brand to speak. Its debut collection also came with a complex story to tell: seamless garments made from proprietary fabrics, designed around performance, comfort, fit and lower-waste production. Ahead of launch, the challenge was to turn that technical innovation into a distinctive brand story customers could understand and connect with.

My role

I built SAISEI’s verbal identity from the ground up, developing its tone of voice, grammar and style, alongside guidance for product and sustainability storytelling. Working closely with the product, design and technical teams, I got under the skin of how the fabrics and garments were made — from their performance properties to a seamless production process that eliminated the cutting-room waste associated with traditional cut-and-sew construction — and translated that detail into clear, compelling customer-facing language.

I then helped bring the brand to market, applying the new voice across the website, product descriptions, launch messaging, paid and social. I stayed on for around six months after launch, continuing to write across editorial, email, landing pages, new products and colourways, UGC and everyday brand copy.

The outcomes

SAISEI launched with a verbal identity that could communicate both the innovation behind the product and the feeling of wearing it. By developing the voice and applying it in-market, I created a practical system that gave the brand a consistent way to tell its product, performance and sustainability stories as it grew.