Wishbox
Brand Strategy / Content Strategy / Brand Voice / Website Copy
Building a brand worth unwrapping.
THE BRIEF
Give a new brand something bigger than a voice. Give it a point of view.
Wishbox needed to connect with people at different life stages while also speaking convincingly to two very different audiences: the person receiving or choosing the box and the person buying the gift.
That meant creating more than messaging. It meant developing a brand world that could remain recognizable across the website, social content and the unboxing experience.
THE IDEA
Don't sell what's inside the box. Build anticipation around how it feels to open it.
The strategy reframed Wishbox around discovery, curation and the moment of reveal. Instead of treating the product as a collection of things, the brand could turn every interaction into part of the experience: from finding Wishbox online, to choosing the right box, to the sensory payoff of opening it.
This thinking extends directly into the strategy's emphasis on movement, sound, texture and color as part of making the unboxing experience tangible online.
THE CONTENT SYSTEM
Give the brand something to say next.
I built the social strategy around four recurring territories designed to move Wishbox from discovery to consideration and gifting:
Built to Perform
Every strategic and creative choice was designed with action in mind. The brand voice balances cultural relevance with clarity, while website copy reduces friction and makes choosing the right box feel simple. Across social, the content pillars move intentionally from discovery and engagement to consideration and conversion, using trends, unboxings, social proof and gifting-focused content to give audiences a reason to stop, interact and ultimately shop.