Client: Mad Bird is a women’s online clothing retailer known for its macabre styles.

Audience: Women from 18 to 45 who embrace an alternative or gothic lifestyle. By shopping online, they can easily find high-quality, edgy pieces that aren't available in traditional mainstream retail stores.

Tone: Brazen, confident, macabre, humorous.

Challenge: Quickly capture the unique brand voice and touch on the product’s most significant features.

Strategy: I loaded up the beginning of the short description with on-brand language (graveyard-girlie, to-die-for, cemetery) to immediately capture the attention of the target audience. These same parts of the first sentence also did the work of creating a vision for shoppers that included where they would be and how they would feel while wearing the dress. The dress is no longer just a dress, it is now associated with a mood and a setting for shoppers to picture themselves experiencing. I made the second sentence more feature-focused (round neckline, cinched waist, etc.) and included “darkly” to remain on-theme.