AN SPF MADE FOR *EVRY MOMENT UNDER THE SUN
I was brought in by the team at Edgewell to help shape a new sunscreen brand from the ground up. This was for *evry, a not-yet-released SPF designed to flip the script on how people think about sun protection.
The opportunity was clear. Sunscreen often feels like a chore. We wanted to turn it into something you actually look forward to. Something that feels like a bright spot in your day instead of another box to check.
The product itself set the tone. Clean, elevated, and designed to blend seamlessly across every skin tone. It felt less like a typical SPF and more like something you’d be proud to carry with you. That became the foundation for everything.
I led the strategy and built out the tone of voice to reflect that shift. Confident, radiant, and effortless. From there, I developed the brand story, manifesto, tagline, and core copy, all designed to make sun protection feel empowering and desirable. The idea was to position *evry as something that fits naturally into your life while giving you the confidence to take on whatever the day throws your way.
I also helped define the creative direction and consumer profile, making sure the brand felt cohesive from the inside out and ready to show up in a way that felt fresh, modern, and worth paying attention to.
The result is a brand that reframes SPF as something you want, not something you have to use. Protective, yes, but also covetable, easy, and built for real life under the sun.
WHAT I DID
○ Strategy
○ Tone-of-voice
○ Copywriting
○ Creative direction
○ Manifesto
○ Tagline
○ Brand Story
○ Consumer profile
