MICHI

MICHI is a women’s fashion-forward activewear brand.

I joined the MICHI team during the height of the pandemic when athleisure essentially became a word we now said and the new way we dressed.

As lead copywriter, I aimed to differentiate MICHI from the newly saturated athletic wear market. I developed the creative brand voice cohesively across the marketing mix that spoke to both the feeling and features of wearing the product.

The brand fuses high fashion with high function. I worked to express MICHI’s brand-defining duality through compelling website and marketing copy.

Below is a small sample.

The Full Look

One of the best places to understand customer needs is through their reviews.

Customer feedback revealed that MICHI customers loved wearing a matching set. It made them feel motivated and put together.

I then updated product descriptions, homepage messaging and merchandising to reflect customer’s need for The Full Look.