TYLA
A digital site experience and global launch in collaboration with Elva.
Introducing the Problem
Creative leadership requested a simple site experience to highlight photography. Less copy. More visual design.
Challenges
Copy often requested before photo concepts and marketing strategy were shared out.
Solution
Because copy got requested at an earlier stage, research was the first step.
To ground messaging, drafted an overview (in my notes) in the absence of an artist one-pager or guidelines.
This overview became a regular segment in the new brand playbook.
Wrote product copy (as pictured above) for the site experience and product page.
Got my copy team approved for Figma licenses. This time, I proofed copy before the site went live.
Email Copy
(as EML file download)
Learnings
Even if copy isn’t requested, it’s helpful to have extra lines in your back pocket.
[Results as metrics: TBD.]