Lucent Los Angeles tasked me with creating a new brand voice that embodied “LA cool.” I began by applying this voice to their boot line, and following its success, expanded the tone to their entire clothing product line.

The process included the development of on-brand product names and engaging descriptions for various items, such as jackets, shirts, button-downs, sweaters, slacks, and jeans. I maintained a consistent vibe, incorporating elements like aspirational movers and shakers, iconic LA locations, and exclusive California experiences.

Each clothing item received a unique product description that infused the new tone of voice. The descriptions evoked feelings of hope, creativity, wildness, and the encouragement to dream big.

As a result of these intriguingly crafted descriptions, we experienced a noticeable increase in sales. Below are a few examples of my favorite product descriptions that highlight this approach.