In my work with Degree, I served as a creative copywriter and brand strategist, helping develop the messaging and creative direction for a new aluminum-free deodorant concept. A central challenge was bridging the gap between Degree's established identity as a performance-driven personal care brand and its expansion into a more holistic, wellness-oriented market. My role focused on exploring new storytelling opportunities, understanding the values and motivations of health-conscious consumers, and developing creative concepts that could resonate with this emerging audience while remaining authentic to Degree's existing brand identity. Through audience-focused messaging, brand positioning, and creative concept development, I helped explore how Degree could enter a new category without losing the familiarity and trust behind its established reputation.
responsibilities
Helped shape the positioning and messaging strategy for Degree's new aluminum-free deodorant platform, exploring how the brand could expand into the holistic personal care space while preserving its performance-driven identity. Developed value propositions, messaging pillars, and creative territories that connected Degree's established strengths with emerging consumer priorities, including ingredient-conscious formulations, whole-body care, and premium experiences.
Brand Positioning & Messaging Strategy
Audience Research & Consumer Insights
Explored the motivations, preferences, and expectations of new consumer segments, including health-conscious shoppers, performance-focused consumers, and premium body-care enthusiasts. Identified opportunities to bridge the gap between traditional deodorant messaging and the evolving language of wellness and personal care. Used these insights to inform creative direction, messaging angles, and brand storytelling that could appeal to new audiences without alienating existing customers.
Product Messaging & Brand Experience
Created messaging for product concept boards, including hero headlines, product descriptions, packaging copy, and supporting claims. Helped translate technical product features into clear, compelling customer benefits while maintaining consistency across creative directions. Considered how each concept could extend beyond packaging into broader brand communications, digital campaigns, and future product storytelling.