CONVERSE • Corporate Core
Led narrative direction and tone of voice for a multichannel digital experience showcasing “corporate core,” a seasonally-relevant style trend. Collaborated with cross-functional partners to develop a distinctly Converse take.
Role: Lead Copywriter
Lead Designer: Leilani Nguyen
Art Director: Kristina Kaufmann
Converse
Close-to-Market Campaign: Corporate Core
‘Corpcore’ was having a cultural moment, and Converse moved fast to own it. This was a close-to-market campaign—full production, full channel activation—built to capitalize on a trending aesthetic before the window closed.
I led tone of voice and narrative direction across homepage, email, SMS, and paid social running across NA and WE markets, finding the angle that made the trend feel native to Converse rather than chased.
Role: Copy Lead
Lead Designer: Leilani Nguyen
Art Director: Kristina Kaufmann
