Case study
Josie Maran engaged Antonym to overhaul their voice strategy, executed through a four-month process that redefined their positioning and verbal identity—codified in a 50 guidebook defining Josie Maran’s tone of voice across every touchpoint.
*Founders often bring their own unique lexicon to the table. Words and phrases that the brand might not say, but are essential to capturing the founder’s voice and vision. Josie’s personal lexicon is so compelling, she inspired a strategic spin on our work with founder brands. Perhaps that’s what makes them our specialty.
The Lexicon
Buttery, Dewy, Exuberant, Free-Spirited, Juicy, Oil-Powered, Pure, Reverberate, Supple, Vibrancy
The leading innovator in clean beauty
Josie Maran was the first to discover and champion the potency of pure oils. Her relentless innovation around this age-defying Argan Oil has created a clean beauty empire with efficacy, inclusivity, and sustainability at the fore.
The challenge
“Josie Maran launched when clean skincare was beauty’s Wild West. Since then, the industry has soared, and clean beauty is table stakes. We needed to re-establish the brand’s reason for being, amplify Josie’s voice within the brand, unite two disparate audiences, and express the potency of pure, oil-powered skincare with exacting ownability.”
Deliverables
Brand strategy
We audited the clean skincare landscape, honed Josie Maran’s point of differentiation, and re-established the brand’s reason for being. Then, we codified the brand’s voice through detailed guidelines with on- and off-brand examples created for every communication touchpoint—from email to packaging.
Tone of voice strategy
Brand positioning statement, voice positioning statement, brand voice themes, target audience strategy, voice attributes, universal voice rules, lexicon and lexicon guidelines, universal syntax rules, website copy guidelines, PDP guidelines, email guidelines, social posting and community management guidelines, hashtag lexicon, SEO guidelines, packaging guidelines
The Antonym Effect
“Working with Antonym was one of the best things I have ever done for my brand.”
Josie Maran, Founder and CEO
