I joined True Religion in 2021 as Brand Editor and grew into a leadership role, ultimately becoming a member of the creative leadership team and partnering closely with Brand Marketing, E-commerce, Design, Merchandising, Communications, and Retail.
During my four years with the brand, I had the unique opportunity to be part of a cultural comeback, helping explore and rediscover the brand voice for its next chapter.
I crafted and evolved the brand voice, developing messaging frameworks and voice guidelines that became the written foundation across campaigns, product and collection storytelling, email, growth marketing, organic social, e-commerce, and special projects.
I led and mentored the copy team, managed creative workflows and deadlines, and collaborated with key stakeholders to bring seasonal campaigns, product launches, partnerships, and ongoing brand storytelling to life. Balanced brand consistency with evolving audience and performance insights, ensuring every touchpoint felt distinct, compelling, and true to the brand.
campaign scripts
In the press
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✴︎True Religion Taps Anitta to Lead ‘Own Your True’ Campaign
✴︎True Religion Opens Its Vault as Circularity Takes Priority
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brand voice
I approached the brand voice as more than a set of rules. It was about capturing the spirit of music and translating that energy into language. Drawing from the attitude, rhythm, and cultural influence of the brand, I created voice guidelines that gave the team a shared language while leaving room for personality, spontaneity, and creative expression. The result was a flexible framework designed to keep every touchpoint feeling distinctly True Religion while evolving with the culture around it.
audio ad
web copy
email copy
social copy
