Cinnabon
Cinnabon pulled me on in a freelance capacity to consult and rework the brand voice in their newsletters. I reshaped the language to be more colloquial and updated the look and feel of the newsletters to appeal to a younger audience. The newsletters went from feeling a bit stale and dull to bright, refreshing, and reader friendly. Changing the voice to be more youthful helped Cinnabon increase that younger demographic while retaining the audience they already had.
