Challenge:

We wanted to launch a 360° marketing campaign to promote Italic and raise brand awareness. As a relatively new company — we needed to properly communicate Italic’s brand positioning and educate customers about our company. 

 

Key points include:

• Properly communicate the value proposition

• Explain how Italic’s products are comparable to competing brands

• Include the tagline “for less than you’d expect.” 

 

My Role:

Develop an overarching concept and write the copy for each of the assets. 

​

The Outcome:

The overarching campaign tagline I came up with was “If you can’t spot the difference, why pay the difference?”. The idea behind this was to highlight Italic’s lower price points with comparable quality (minus the branding).