Living proof.
I worked in-house at branding agency Wolff Olins on the development of the most innovative haircare brand in decades. When I started on the brand, the only thing that existed was the Living proof name. I crafted brand concepts, product names and packaging, marketing materials and in-store messaging — and, importantly, the Living proof tone of voice which lives on as the brand expands under Unilever. Over the course of a three-year period, including time working directly with the brand in Cambridge, MA, I worked on multiple projects to establish Living proof’s legitimacy in the crowded market for hair care,
“Carmine was able to strongly contribute to the copy strategy of my start-up company. He wasn't just a writer pushing out copy for collateral or a web site, he actually helped form our voice and how we talk to our customers. That’s a very rare quality to find.”
- Rob Robillard, CEO, Living Proof
Brands are like people, with complex characters and qualities. As a brand’s visual elements, the verbal elements of a brand are inspired by its attributes. When applied to writing, the Living proof tone of voice is characterized as:
easy + straightforward | clarity with warmth | a ‘can-do’ attitude | confidence without boasting
