Created while I was Director of Marketing for The Bureau of Small Projects, and continued while I was Chief Creative & Growth Officer for Pacific Nexus, on behalf of Atelier Luna.
Messaging, copy and website
Bespoke fashion with a storyAtelier Luna.
One-of-a-kind pieces, plus a line built on deadstock and vintage denim, made for rising stars and people with a story to tell.
Visit atelierluna.com ↗The real problem
A new fashion house getting ready for its first capsule collection: handcrafted, audacious and sustainably developed. The founder's North Star was big, to build an enduring global fashion brand. But the brand was saying three things at once, and none of them was landing.
What I noticed
In discovery, the founder described the before-picture perfectly: closets full of clothes without a story. The people this brand was for (rising stars, creatives, collectors hunting for pieces nobody else has) weren't shopping for sustainability or craftsmanship. They wanted to be seen.
The call I made
Lead with the feeling, not the features. Everything collapsed into one idea: undivided attention. These clothes put the wearer in the spotlight. Handcrafted, audacious and sustainable became the proof points underneath it, each with its own promise: take great photos, acknowledge the artisan, publish the results.
What I built
A messaging consultation that turned that idea into a voice, then the homepage copy, written to make visitors picture themselves in the pieces. Then I scoped the website to carry it, built for direct sales now and boutique stockists next.
The words
Unveil your individuality.
Each artisanal garment that we create is imbued with magical energy and purpose, transforming the wearer into their own legend. Our creations, like our mythical alebrije, transcend the ordinary and invite you to explore the extraordinary.
We transform vintage garments and found materials into one-of-a-kind expressions of craft, inspiring change today for a better tomorrow.
Then
When I moved to Pacific Nexus, Atelier Luna came with me, and the work continued. It's one of my favorite projects.
The lesson
When a brand has three great truths, pick the one the customer actually feels, and let the others prove it.
The work
What I brought
- Messaging
- Brand voice
- Homepage copy
- Website scope
This work was created for The Bureau of Small Projects and Pacific Nexus, on behalf of Atelier Luna. All rights belong to the agencies and the client.