Mi-Pac

For Mi-Pac, I created bespoke ‘Brand Identity’ and tone-of-voice (TOV) guides for use by the fashion brand’s fast-expanding editorial department.

I also rewrote the website’s micro-copy – making its tone more informal, engaging, and conversational; and altogether better suited to the company’s younger demographic.

Though it is obviously a retail website, I also created an ‘About us’ page in order to introduce the retailer, provide some company history, and lend greater context to the brand.