BRAND STRATEGY
COPYWRITING
LIFE & STYLE
Viktoria & Woods
The Need
As Viktoria & Woods approached its 20-year anniversary — including a debut at Australian Fashion Week — the team needed elevated brand messaging, product storytelling, and a cohesive tone of voice system to anchor communications across the year. The goal was to honour the brand’s legacy while evolving the narrative for a modern audience.
The Approach
I partnered closely with the in-house marketing team and founder Margie Woods to craft a suite of brand assets — from campaign headlines and seasonal collection copy to a comprehensive Tone of Voice guide used across the business.
The copy was rolled out across physical product packaging, retail stores, digital platforms, PR, and paid media — ensuring every touchpoint reflected the brand’s signature blend of understated elegance and conscious evolution.
The Result
➔ Viktoria & Woods' AFW debut reached over 33,000 influential media and fashion personalities and achieved coverage in top tier publications like Harper’s Bazaar.
➔ Their campaign creative was seen by over 220,000 owned followers across social media and an estimated 1 million+ through advertising.
➔ Customers who bought special edition 20th anniversary items received exclusive messaging that reinforced the brand’s legacy of elevated elegance and conscious evolution.
