GLOW UP, SPEAK EASY
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Goodgie, a new self-care brand, had the name and the look—bright, playful, unapologetically fun. What they didn't have was a voice to match.

I gave them one that sounds less like a wellness guru and more like your best pal in a fluffy robe. The kind of voice that makes exfoliating feel like self-care, not a sermon. Light without being airheaded. Warm without the woo-woo.

Now Goodgie's packaging, products, and social all sound like the same person—someone you'd actually want to spend bath time with. Turns out a little scrub can go a long, long way.