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KINDRED WOLF · ULEVA
Finding the idea that makes a new brand click.
I explored how a new wellness brand could introduce unfamiliar formulas with clarity, credibility and a distinct point of view.
MY ROLE
Senior Copywriter · Creative concepting
FOCUS
Positioning · Campaign territories
PARTNERS
Creative · Brand · Marketing
OUTCOME
A clear story for a complex category
4
strategic territories made the brand’s positioning tangible.
01 · WHAT I SAW
Introduce the category and brand together.
Customers had to understand hemp wellness, paired ingredients, six formulas and their roles in daily life.
02 · WHAT I DECIDED
Explore ways to make the line make sense.
I created territories around product logic, movement, social proof and everyday balance.
03 · WHAT I BUILT
Carry the idea to product benefit.
Product information established trust while benefit-led language created recognition and relevance.
04 · WHAT CHANGED
Concepting became strategy.
Each territory made a different strategic argument about what Uleva could mean to customers.
NEXT CASE STUDY
Putting the social back in social media →
KINDRED WOLF · ULEVA
Finding the idea that makes a new brand click.
I explored how a new wellness brand could introduce unfamiliar formulas with clarity, credibility and a distinct point of view.
MY ROLE
Senior Copywriter · Creative concepting
FOCUS
Positioning · Campaign territories
PARTNERS
Creative · Brand · Marketing
OUTCOME
A clear story for a complex category
4
strategic territories made the brand’s
positioning tangible.
01 · WHAT I SAW
Introduce the category and brand together.
Customers had to understand hemp wellness, paired ingredients, six formulas and their roles in daily life.
02 · WHAT I DECIDED
Explore ways to make the line make sense.
I created territories around product logic, movement, social proof and everyday balance.
03 · WHAT I BUILT
Carry the idea to product benefit.
Product information established trust while benefit-led language created recognition and relevance.
04 · WHAT CHANGED
Concepting became strategy.
Each territory made a different strategic argument about what Uleva could mean to customers.
NEXT CASE STUDY
Putting the social back in social media →
KINDRED WOLF · ULEVA BRAND CONCEPTS
Finding the idea that makes a new brand click.
For Uleva’s hemp-based supplement line, I explored how a new wellness brand could introduce unfamiliar formulas with clarity, credibility and a distinct point of view.
MY ROLE
Senior Copywriter
Creative concepting
FOCUS
Brand positioning
Campaign territories
PARTNERS
Creative · Brand
Marketing
OUTCOME
A clearer story for
a complex category
4
distinct strategic territories made the brand’s positioning tangible.
01 · WHAT I SAW
Introduce the category and the brand at the same time.
Customers had to understand hemp-based wellness, paired ingredients, six formulas and the role each could play in everyday life. The copy needed to reduce complexity without becoming generic.
02 · WHAT I DECIDED
Explore competing ways to make the whole line make sense.
I developed territories around product logic, movement-building, social proof and everyday balance—letting the team evaluate strategic positions, not simply headlines.
03 · WHAT I BUILT
Carry each idea from brand story to product benefit.
The concepts balanced category education with memorable benefit-led language. Product information established trust; the headline created recognition and emotional relevance.
04 · WHAT CHANGED
Concepting became strategic decision-making in creative form.
Each territory made a different argument about what Uleva could mean to customers, turning abstract positioning possibilities into concrete creative directions.
NEXT CASE STUDY
Putting the social back in social media →