Coach Copy Style Guides

As Coach’s Omnichannel Copy Director, I developed and implemented the brand’s first global style guide. I governed the Coach brand voice, maintaining tonal and editorial consistency across all customer touchpoints.

I was a pivotal part of Coach’s transformation as it sought to acquire the Young Millennial/Gen-Z customer. Starting in 2022, I worked with BCG BrightHouse and the VP Global Head of Creative Strategy & Studio to update our brand voice. The goal: use copy and content to bring cultural relevance to Coach’s new “Courage to Be Real” brand positioning.