Disciplines

Brand Strategy · Script Writing · Packaging · Cross-Functional Leadership · Brand Identity 

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The Challenge

Shark Beauty makes hair tools and skin devices that genuinely outperform the category. The problem was that their  marketing was over-indexing on  technology. It sounded clinical, feature-heavy, and for customers, hard to feel. I needed to find a way to make impressive engineering come to life within the context of the everyday lives of consumers. ​

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The Strategy

Stop leading with engineering and start leading with the result. Not just patented airflow technology, but the feeling of walking out the door knowing your hair is slaying. I saw an opportunity to shift the narrative away from features, and focus it on benefit-led storytelling, where technology isn't just impressive, but also leads to touchably soft hair, glowing skin, and a confidence that consumers can instantly feel. This meant: 

• Clarifying Shark’s reason to believe versus category giants 

• Naming and elevating proprietary technology as reasons to believe

• Messaging that can hold engineering credibility and emotional payoff in the same sentence

• Creating a strong, consistent voice that could flex across packaging, retail, digital, and launch

 

The Work

As a freelance Creative Director, I led copy development and positioning for new and existing products. My work included: 

• Developing technology naming and narratives that turned patented features into memorable brand moments 

• Rewriting packaging and retail copy to prioritize clear benefits, faster comprehension, and high shelf impact

• Crafting launch messaging that balanced engineering authority with beauty- and results-first language

• Partnering closely with product, legal, and engineering teams to ensure claims were accurate, defensible, and differentiated

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The Impact

• A sharper, confident, more ownable voice that differentiated Shark from its competitors 

• Improved clarity and faster understanding of the "why"behind products, specifically those that are multifunctional 

• Messaging frameworks that scaled across new launches and categories, so the brand didn't have to start from scratch everytime a new product hit the market