Firsthand: Strategic Brand Repositioning & Voice Development
Andrea DiNardo
Standing out in the crowded personal care space by turning functional care into a treasured ritual.
Project Summary
Firsthand didn’t just want a new look. They wanted to reposition—moving beyond their identity as a cult-favorite men’s hair care brand to become a more elevated personal care company with broader appeal and deeper resonance.
Their existing brand leaned masculine and minimalist, and lacked the connection, warmth, and aspiration needed to support their goals. They were ready to redefine their identity around a central idea: helping people flourish. That meant not only rethinking how the brand looked, but how it sounded, felt, and spoke across every touchpoint.
My Role
I led the brand’s strategic repositioning and voice development across web, product, and DTC experience, working in close collaboration with the founder, design lead, and performance team.
Highlights
Brand Strategy & Messaging
Defined Firsthand’s brand ambition, emotional positioning, and messaging hierarchy
Crafted updated brand story, vision, mission, and founding narrative
Voice Development
Developed a new tone of voice system rooted in Distinctive, Elevated, Intentional, and Aspirational attributes
Delivered detailed guidelines with do’s/don’ts, examples, and team training
Web & Product Copy
Wrote all product descriptions and page copy to reflect new positioning
Created copy for homepage, collection pages, PDPs, and on-pack messaging
Packaging & Product Naming
Renamed hero SKUs to better align with brand tone and product benefits
Developed packaging copy and label hierarchy
Results & Impact
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 premium audiences
Rebrand launch email with the new, elevated tone of voice applied.
The new website homepage with updated brand identity and tone applied.
Brand relaunch teaser campaign.
Product description page on the website with new product names and merchandising.
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Posted Mar 1, 2024
Reimagining Firsthand's band identity & presence, including messaging development, brand strategy, website design, and more.
Likes
13
Views
464
Timeline
Feb 16, 2024 - Nov 11, 2024
Clients
Firsthand Supply
BoomPop: UX & Marketing Copywriting
Chain React: Email Marketing & Content Strategy
Valon: Tone of Voice & Creative Strategy
Firsthand: Email & Content Strategy
