One of my most favourite projects ever was writing the story of OTTODISANPIETRO, a compilation work that had never been done before in its nearly four decades of existence. (See About section on website. Every brand needs a well rounded story. It is one of my favourite projects as a fashion copywriter and tech copywriter. By keeping them brief, marrying facts and adding a touch of sensitivity, great brand stories can be crafted. In copywriting, less is always more.

For example, at Rígido, the use of craft-centred wording meant not only tying it up with its place of origin (Galicia), but also underlining the artisanal component of their productions.

Yvan Andreu required the use of more tech-exalting vocabulary to underline its modern/space-age aesthetic. In this case, craftsmanship was not as crucial to highlight and in Rígido.

In the increasingly competitive online market of today, audiences need to connect to brands via personal stories as much as possible. Highlighting the designers’ unique journey and experience is a way of showcasing mastery of his craft, all while adding a certain 'hero story' component to it.