Recognizing the rise of the creator economy, we set out to launch a product line specifically designed for creators — reinforcing SanDisk’s legacy while positioning ourselves as a forward-thinking champion of creativity. This new initiative required building an entirely new sub-brand, complete with a unique voice, tone, visual identity, and messaging for individual products and campaigns. The goal was to honor creators big and small while presenting SanDisk’s refreshed approach to innovation.

I led the development of the brand’s voice and tone, collaborating with the creative director to ensure our messaging was fresh, aspirational, and supportive without veering too far from the professionalism expected of a legacy brand. Once we aligned on the direction, I was in charge of all product copy, working alongside our copywriter to maintain consistency and voice across every touchpoint. I also led brainstorming sessions for the Creator Series tagline, presenting our findings to stakeholders. Additionally, I partnered with our photographer during photo and videoshoots, providing strategic creative direction to ensure the visuals aligned with our messaging.