In my time as freelance Copy Director at Borghese I helped them strengthen their revised branding strategy and messaging, including the “About” page on their website. The challenge was to revamp it without spending a great deal of money, so I looked at the way it was laid out into four parts and realized their new tagline had four parts, too: “Self-Care Redefined. Skin. Soul. Self.” I then proceeded to use that four-part tagline to define the Borghese proposition for consumers while circumventing a costly re-coding/re-redesign. I also wrote their new social media bio and branding hashtag, #BorgheseBestSelf.
