LA-based Latinx creative with a passion for rethinking how brands communicate within the modern cultural experience.
Serial hobbyist and rising karaoke star.
Are.na
LA-based Latinx creative with a passion for rethinking how brands communicate within the modern cultural experience.
Serial hobbyist and rising karaoke star.
Are.na
AGENCY: TRACTORBEAM
COPYWRITING
VOICE DEVELOPMENT
CONTENT WRITING
The brand lacked consistent voice guidelines that conveyed a sense of luxury, failing to align with the premium products it offered. The goal was to make their language feel less generic during all stages of the customer experience.
Through our research, we gained a deeper understanding of interior designers, aesthetic-driven culinary enthusiasts, and homeowners who seek excellence, efficiency, and top-of-the-line tech advancements in all areas of their lives.
THE STRATEGY
My approach to the problem was to elevate the everyday by expanding my research beyond the world of home appliances and into unexpected categories such as automobiles and sound systems.
Meticulously curated power words helped to define innovative yet uncomplicated products infused with cutting-edge technology and refined for the design-conscious luxury consumer. After a tone audit and competitive review, I developed voice guidelines that positioned the brand as aspirational, empowering, and thoughtfully elegant. After all, it’s not just a kitchen. It’s a lifestyle.