Firsthand had built a loyal following for its clean, sustainable grooming products—but its early brand identity primarily appealed to men and no longer aligned with where the business needed to go. As the brand prepared to move up market to a premium price point and broaden its appeal, I led a strategic repositioning effort to support a more inclusive, elevated identity. The goal: expand the customer base beyond its original audience while maintaining loyalty, and create messaging that could support Firsthand’s next stage of growth.

Identified growth opportunities in the premium, gender-neutral personal care space

Developed a new brand positioning strategy rooted in transparency, design, and inclusivity

Built a differentiated narrative to stand out in a crowded DTC landscape

Created tone of voice guidelines that reflected a more elevated, confident brand identity

Developed messaging frameworks used across email, social, web, PDPs, and packaging

Built a flexible brand voice system adopted by internal teams and freelancers alike

Partnered with creative, product, and executive teams to align brand strategy with business goals

Led the creation of all brand messaging assets, from Shopify content to digital campaigns

Oversaw product naming and merchandising copy for 9 new SKUs as part of the relaunch

⚡️ 34% YoY growth in total DTC revenue in 2024

📈 115% increase in email open rates, +400% growth in email-driven traffic

🧼 Successful rollout of refreshed brand voice across all channels

🎯 Improved brand perception and resonance with new premium audience