Lest our pursuit of beauty make the world ugly
Project: Voice & Tone Branding, Brand Strategy, Copywriting, PR
Media: Online, Packaging, Print
Agency: Freelance
Role: Copywriter, Strategist
For an apparel startup that up-cycles found fabrics to craft signature bow ties, I created a voice and tone guide to help the brand stay on message across channels and convey the founder's passion for sustainability like its a no-brainer. 
We settled on a slight hard sell tone that speaks casually and gets to the point quickly.
Lest is The Conscious Dresser
Elevator Pitch
Channel Considerations
Tagline
We then did a brand-purpose exercise to help create their mission statement.
1. What do we do?
Conscientious apparel​​​​​​​
2. Why do we do it?
So our pursuit of beauty doesn’t make the world ugly
3. How do we show this?
Limited-Run/Quality
4. How do we do this?
1. Choosing relationships carefully to cultivate authenticity
2. Localizing production for style with an organic feel
This turned into our mission statement:​​​​​​​
LEST believes in a more beautiful tomorrow. That’s why we craft our bow ties without the “fashion for fashion’s sake” mindset – the aesthetic of an accessory is as valuable as where it comes from. We make our styles sustainable LEST our pursuit of beauty make the world ugly.
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