Sheertex
As Senior Brand Strategist and Copywriter at Red Antler, I led the strategic development and voice creation for Sheertex, revolutionizing the hosiery category with "the world's toughest tights."
I led the rebrand from product launch to ad campaign.
-
Brand Strategy
Developed Sheertex's revolutionary positioning as "the tights company born from breakthrough innovation for impossible strides," transforming an everyday necessity into an engineered marvel that justified premium pricing and created an entirely new category in hosiery.
-
Copywriting
Crafted Sheertex's bold, distinctive voice through headlines like "Engineering better odds" and "Handle without care," balancing technical strength claims with approachable confidence to make revolutionary textile technology relatable to everyday consumers.
-
Ad campaign
Sheertex's launch campaign centered on product demonstration and scientific testing—featuring striking visuals of pointy or strong objects—establishing credibility for the "unbreakable" claim while maintaining the brand's playful, confident persona.
