mooncat

The mooncat team had a clear vision for their brand: nail polish for weirdos. Their founder, Michelle Kim, wanted it to be a personal reflection of her childhood experience. She always felt “other” – and with this brand, she wanted to embrace the beauty of that feeling. I worked directly with Michelle to establish their brand positioning, tone of voice guidelines, and content strategy. Then, I brought it to life with launch copy, concepts, and naming for their first few collections.