When working with Masi’s founders to redesign their copywriting architecture, I really wanted to reposition their brand as an identity — a girl crush, a guy crush — the life of the party, model off-duty, wild child, you name it: she wears Masi jewelry, and you want to be her. The narrative I designed was sexy and playful, but also bold and seductively direct, which helped the brand excel in a digital environments where the competition is often vast and rather homogenous.