This was a FUN project, creatively speaking. Athleta came to us summer of ’22 before launching their new seamless athleisure line, “Aurora.” Before their hard launch, they needed us to soft launch. So we made a mock brand, Athena, and I named the line “Luna” to achieve that celestial *vibe*. 

Our goal was to find the most compelling messaging to position their seamless product around for the hard launch. I crafted copy around the idea that only seamless can flow freely with your body.

The dictionary template was my brainchild, and I think it worked so well because it spoke to who you can be when you wear “Luna.” It transcends beyond being a product at that point.