My time with FIGS was one of my do-it-all phases, scrubbing through the medical apparel startup’s back catalog of copy to tighten up branding and find opportunity to push conversions forward.
The goal was a premium tone with a light touch, instilling a sense of confidence and character.
The brand’s VP of Marketing and I partnered closely on numerous data-driven tests and digital delivery strategies. One project included creating dozens of site header images, each based on search keywords. Rather than a throwaway programmatic approach, I churned out carefully crafted copy lines for each, ensuring the brand’s high voice-and-tone standards were impeccably held for every variation.