ARITZIA

During my time at Aritzia as Sr. Copywriter, I led tone of voice, style governance, and content strategy for the brand's presence across all consumer and internal communications, spanning the master Aritzia brand and its sub-labels including Babaton, The Group by Babaton, and Wilfred. The work was the brand grammar that made Aritzia recognizable across every touchpoint — from eCommerce and retail to product, packaging, and experiential campaigns. I also spearheaded the branding and creative development for Denim Forum, Aritzia's first in-house denim label, from concept through launch — defining the voice, packaging, and campaign direction for a sub-brand world that could stand on its own while remaining unmistakably Aritzia.

Most notably, I developed the brand narrative, packaging copy, and experiential messaging for The Super Puff — what began as a repositioning of a single jacket and grew into one of Aritzia's most iconic and best-selling collections. I went on to name the franchise extensions, including The Super Puff Shorty, The Mega Puff, and The Cloud Puff, building a naming architecture that could scale across silhouettes, customers, and price points without diluting what made the original land. The campaign was picked up globally by Vogue Paris, Elle, HuffPost, The Daily Mail, and WhoWhatWear, and the franchise has continued to anchor Aritzia's brand presence in the years since. The work taught me that a name is never just a name — it's strategy, permission, and architecture all at once.