The brief: Drive the evolution of Seasalt's tone of voice and set copy strategy as the brand expands on a global scale.

My role: I charted the course for Seasalt’s verbal identity as the brand grew on an international scale, working closely with cross-company teams to reflect business objectives. This included improving copy production processes and managed the translation of launch inspiration into content that supported wider brand strategy.

I also contributed to board presentations, setting clear, concise messages at both a branding and strategic level that helped deliver key business results. Below is an example of the evolution of Seasalt’s tone of voice in line with changing business objectives and a developing customer base over the course of several years.