BACKGROUND
This project was for clients in the lifestyle goods and startup industries. The goal was to use a relevant news moment to strengthen each brand's voice and position rather than just commenting on the news itself.
For the handmade leather goods brand, I wrote a dry, understated take on a fast fashion sustainability pledge that avoids naming the brand and pivots from critique to brand value in a single word. The result was a post that says more by saying less, which is exactly what the brand's voice calls for.
For the startup incubator, I wrote a measured, slightly contrarian response to a VC report on AI-first startups that doesn't dismiss the trend but redirects the question to what actually matters. The result was a post that positions the brand as a place with a grounded point of view in a conversation full of noise.
