Casetify Travel

The Project
In 2023, CASETiFY expanded its product offerings with the launch of CASETiFY Travel—marking a strategic shift from tech accessories into lifestyle. With millions of monthly visitors and global brand visibility, the launch required a clearly defined voice that would align with the existing brand while speaking to a new use case and product category. When I stepped in, there was no existing tone, structure, or messaging strategy—just product specs, photos, and an ask to make it resonate with CASETiFY’s Gen Z audience while elevating the brand.

The Impact
The result was a cohesive, elevated voice and messaging system that positioned CASETiFY Travel as a natural yet distinct extension of the brand. The tone was developed to engage a younger, style-forward audience while introducing a more mature layer of aspirational storytelling. From top-funnel campaign messaging to PDPs and FAQs, I created a scalable system that could support both launch and long-term category growth. The messaging helped CASETiFY define a new vertical and introduced a new brand behavior that could flex across multiple touch points.

My Role
I led the voice and messaging strategy for the launch of CASETiFY Travel, working from a blank slate. That included competitive audits to identify whitespace in the market, brand voice testing to calibrate tone, and hands-on collaboration with the creative director to align on the right level of polish and edge. I developed a voice that was distinct from CASETiFY’s core categories but still felt on-brand, creating a system that could scale across launch campaigns, product descriptions, and customer experience content. The copy was not only built to convert—it was built to grow with the brand.