When ESSENCE launched its beauty subscription box, it needed a voice that felt fresh, playful, and distinct from the legacy tone of the magazine. I partnered with an Art Director to develop a style guide that reimagined the brand’s look and language, including a new tagline, brand manifesto, and the copy tucked inside the box inserts.

The result was a tone that spoke directly to a younger ESSENCE woman, one who is confident, curious, and unapologetically herself.

Role: Freelance Copywriter
Client: ESSENCE