PANGAIA
PAN(all-inclusive)
GAIA (Mother Earth)
During my time as content manager at PANGAIA, I oversaw the copy team and developed the brand’s tone of voice—moving away from hype tracksuits into a materials science company bringing problem-solving innovations through premium lifestyle products and experiences. To do this, I established 3 main content pillars (science, impact and product).
I lead every campaign and created the overarching content strategy across brand, digital and social. Here are a few of those moments.
My role:
Copy direction + ToV creation
PANGAIA Family.
Welcome to ours.
At PANGAIA, we believe family is what you make it. From the biological family you’re born into to the friends who become your family and the pets you invite in, we believe that family is for you to design. You’re always welcome in ours.
Powered by science.
Creating innovative solutions to problematic materials is at the core of PANGAIA’s mission, and I got to name several of their propriety technologies and the collaborations done with other solution-based brands.
Alongside, I developed the ‘Powered by X’ architecture to clearly articulate what scientific ingredients were the main component of the products. Each launch included its own campaign and educational content.
Several examples are below and more detail, here.
Naming the essentials.
Tracksuits all year round? Yes please. To deferential the fabric weights, I came up with a naming system to denote heavier styles from the lighter, all-year-round.
Signature became our elevated style with a heavier fabric weight, while 365 is our bestselling styles that can worn 365 days of the year. Renaming the styles saw a significant increase in sales + clarity for the consumer.
