Virgin Mobile USA
As part of a marketing team hired to relaunch the Virgin Mobile brand, I was tasked with developing a new brand voice and leading all copy initiatives. I started with a new brand book and voice/tone guidelines that better aligned with the global Virgin brand—a fun, cheeky brand that never takes itself too seriously. Next, I wrote all the copy for a fully redesigned website, including UX copy intended to simplify the shopping experience.
Following a launch event (hosted by Sir Richard Branson) in July 2017, we shifted our efforts to a new set of systemic messaging for both new and existing customers, as well as a major awareness campaign, featuring OLVs, radio spots, animated banner ads, event sponsorships and more.
