This budget product line was well-made enough to deserve a better basics position. At the same time, differentiation had to be clear from the higher-priced parent line. As Copy Director, my job included laying out the internal copy voice guardrails and samples for omnichannel execution. For product copy, the voice mirrored the no frills product approach. For influencers and on-figure, the story shifted to championing a single-minded focus on work and goals.
