Brand Storyteller | UX Writer

1212 Gateway is a skincare brand founded by influencer, actress, & model: Catherine McBroom. Due to the high-profile founder, the brand had garnered a substantial consumer base leading up to the launch date. With this type of following came high expectations for a clean, well executed launch supported by a strong brand presence. The brand came to me for the creative and analytical expertise needed to create a brand voice that delivered.

I worked with the 1212 Gateway team to establish the brand voice as an energetic foundation for cohesive copy strategies. Through brand voice discovery exercises, I found that the brand vision of transforming the customer’s relationship with their skin through harmonious products played a key factor in the identity creation process. Upon understanding the purpose and values, I then sought to build in language and messaging pillars that perfectly captured the brand essence.

Uplifting

Dynamic

Inviting

Informative

Playful

On-Trend

Relatable

Through my creation of brand identity and messaging systems, the brand was able to grow and evolve successfully through launch phase and beyond.