Beyond Yoga
Beyond Yoga is an athletic apparel brand dedicated to making everyone feel good in their own skin. As social media manager, I evolved the brand's voice across social platforms, launched the blog, and got to lend my copywriting skills to retail experiences, product naming, and social justice statements.
Social Copy
Social is a common first touch point on the consumer journey, I evolved the brand voice to reflect the brand's values of inclusivity, empowerment, and feeling good in your own skin across every asset appearing on the brand's organic social channels.
The Beyond Yoga Journal
I helped launch The Beyond Yoga Journal by conducting interviews with talented individuals in the Beyond Yoga community, writing the blog, and crafting copy to drive the audience on social to read the stories.
Retail Branding: The Grove
When Beyond Yoga launched its first retail space, I created the copy that lived on the interior and exterior of the brand's first-ever in-person retail experience. The purpose behind the phrases was to first communicate Beyond Yoga's values and secondly to garner shares on social. The idea to place graphics are mirrors resulted in most of the brand's social tags from the experience.
Experiential Branding: SXSW
When Beyond Yoga popped up at SXSW, I wrote the copy for Beyond Yoga's booth that was socially friendly and spoke to the brand value of feeling good in your own skin.
Social Justice Statements
In partnership with the Marketing and Global Brand Values team, I crafted social justice statements in the Beyond Yoga voice related to gun violence, reproductive rights, racial injustice and voting rights.
