Crete Nail Paint

I was approached to bridge the gap between streetwear and music enthusiasts, targeting a premium market and maintaining inclusivity across all genders in exploring nail paint through Lil Yachty's brand, Crete.

I spearheaded the tone of voice exploration, competitor landscape analysis, and initial copywriting for two collections— NEGATIVES and HEATWAVE. This included crafting compelling copy for e-commerce pages used for social and email communications, providing content for individual product pages and product collections, and writing press releases.