Leading up to their launch in March 2016, I acted as editorial director for Lively, a sparkling lingerie brand that blends style, comfort and lifestyle in a way that strongly resonates with young, female consumers. Working closely with their marketing director and founder, I helped to create brand documents and define voice so that they could launch with a clear idea of how they were going to speak to their customer and set themselves apart from the pack. I also wrote all copy leading up to the launch, including taglines, product copy, marketing emails, fit guide and other associated needs. 

When they launched, several of their styles sold out almost immediately, and they continue to kill it. They have been called "the Warby Parker of lingerie" by TechCrunch, redefined the intimates category according to Forbes, and got nods from Fast Company and the New York Times