My Role: Concept development, tagline writing, brand tone and voice, and campaign copy for digital, print, and packaging.

The Brief: A heritage-inspired leather goods concept rooted in 70s rodeo glam, vintage Americana, and a little bit of heartbreak. Saddle needed a voice that honors craftsmanship but makes it cuntry.

I developed a voice that rides the line between heirloom and hell-raiser. Timeless, but with teeth.

Taglines: Fine leather for the cowgirls, the outlaws, and the rest of us. / Leather that lasts longer than he does. / The only baggage you'll want to keep.

Campaign Copy: There are two things that get better with age: Jennifer Aniston, and our leather.

Saddle sticks with you through every dust storm, dance floor, and whiskey-fueled bad decision.

Made to last longer than your granddaddy's Stetson and your next relationship.

The Impact: Saddle's brand voice bridges nostalgia and rebellion, honoring the craftsmanship of heritage leather goods while appealing to a new generation of high-style renegades. The copy turns a product into a personality and a personality into a movement.