1. Typsy Beauty (July 2024)

Project timeline: 6 months

My piece: 2 months

The ask: The brand had grown up. The tone of voice hadn't. It was still giving Gen Z chaos without any of the polish. The agency was leading a full rebrand and I was brought in to overhaul how the brand actually sounded.

What I did

• Rebuilt the tone of voice from scratch. Made it playful, irreverent, a little chaotic, but with purpose and clarity.
• Wrote the full mission, vision, philosophy, and key messaging pillars.
• Helped define the brand archetype and personality.
• Created voice dos and don'ts with real-world examples so anyone could follow it.
• Partnered with design to make sure the tone matched the look.

What it clarified

The voice finally felt like it belonged to the brand. Not just catchy, but cohesive. It could now exist on shelves, on Instagram, on a founder podcast, and actually make sense.

Communication Guidelines _ Typsy Beauty.pdf

2. Mazzémé

September to October 2024

Project timeline: One month

My piece: One week

The ask

A slow living, handcrafted home decor brand with a thoughtful mission — but no voice. They needed something that could balance warmth, sustainability, and design-minded elegance.