Complex Culture — Brand Positioning 2022
Created in 2019 for the time-pressed millennial, Complex Culture’s post-pandemic brand needed an evolution. An update to both voice and tone that reflected our woman’s new reality and the brand’s ability to grow with its consumer. Bringing them effortless, easy-to-use high-quality makeup & hair essentials—no matter how their routines had changed.
This update was reflected in editorial copy, social assets, brand positioning, and a complete website reskin. As senior copywriter and head of editorial, I evolved spearheaded positioning, brand statements, evergreen site copy, and category pages to reflect this new era of Complex Culture.
EDITORIAL POSITIONING
DO MORE WITH LESS
Here to elevate, never complicate and always deliver.
Clean, cruelty-free, and mindfully made classics to make everyday less complex.
SITE RESKIN
lainey 