Castore: Compelling Product Descriptions for a UK Sports Brand

Overview Castore is a premium UK sportswear brand, creating precision-engineered clothing for the performance-driven athlete. Product descriptions I'm currently responsible for the development of various product descriptions for Castore's online retail website. Collections include Castore mainline products, Red Bull Racing, Premier League football teams such as Everton and Newcastle United, the Republic of Ireland national football team, and European teams such as La Liga. Brand guidelines I co-led a workshop to create the tone of voice guidelines for the Castore brand, helping the Castore team outline their mission, vision, and values, and creating key messaging principles to ensure consistency throughout their communications. I also contributed to the development of key audience personas based on customer research. Within the tone of voice guidelines, I created instructions on how to adapt the Castore tone of voice for various channels – including the website, social media, email, and ambassador interviews.