Casetify Travel

The Challenge

In 2023, CASETiFY strategically expanded from tech accessories into the lifestyle market with the launch of CASETiFY Travel. The challenge was to create a compelling voice and messaging strategy from a blank slate for this new vertical. The new voice needed to resonate with CASETiFY’s core Gen Z audience while also elevating the brand with a more mature, aspirational layer of storytelling to establish credibility in a new category.

The Approach

The strategic approach was to develop a voice that felt like a natural yet distinct extension of the core brand. This involved extensive market research to find the whitespace, followed by a hands-on, collaborative process with creative leadership to calibrate a tone that was both style-forward and sophisticated.

The Outcome

The result was a cohesive and scalable messaging system that helped CASETiFY define a new vertical, engage its target audience, and introduced a more aspirational brand behavior that could be flexed across all touchpoints, supporting both the launch and long-term category growth.

My Role

As the lead voice and messaging strategist, I built the verbal identity for the CASETiFY Travel launch. This included conducting competitive audits to identify market opportunities, leading brand voice testing to calibrate the tone, and collaborating with the creative director to align on a distinct "polish and edge." The final deliverable was the scalable messaging system used across all launch campaigns, product descriptions, and customer experience content.