prAna
prAna is an apparel brand based in Southern California. I was hired as the Senior Copywriter to rebuild the brand voice for prAna targeting a younger consumer.
Aside from the daily creative challenge, it was rewarding to build trust with channel leads across the company to understand their unique needs while building a consistent brand voice.
Below are projects I'm particularly proud of, as well as sample assets across each channel.
"For However You Play"
To reposition prAna's bestselling outdoors pants collection through a lifestyle lens, I developed messaging at both a collection and individual style level focused on 'play' to broaden the use case for the collection while still hitting on techinical features that make the pants beloved.
The Yoga Fabrics Guide
prAna has four active fabrics collections, so in partnership with Merchandising, Marketing, and the UX Designer, I created messaging to help a consumer decide which style suits how they like to move.
Flow Radically Campaign
Flow Radically was the Fall '24 campaign designed to reintroduce the brand. The campaign celebrated different ways people enter a flow state. Building off the theme that our agency partner created, I wrote an invitation to the prAna community that also served as guiding language for the rest of the assets through the season.
Print Work
prAna sends out a catalog targeting new and returning customers on a quarterly basis. I built a theme for each catalog that was relevant to the styles the merchandising team chose.
