A Change of Brand Bonus: Best and Worst Brand Writing of 2024 with Carissa Justice
Dec 17, 2024
Carissa Justice, Founder of The Subtext, joins to explore the fascinating realm of brand writing. They dive into the standout and lackluster campaigns of 2024, spotlighting Nike's bold Olympics effort and Tubi's vibrant rebranding. The conversation also reveals the critical balance between design and copy, stress-testing the importance of intention behind criticism. Carissa emphasizes strategic messaging and unique storytelling, critiquing brands like Matheson Food Company and Bose, ultimately championing effective communication in crafting memorable brand identities.
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Verbal Identity's Hidden Power
- Verbal identity often gets overlooked compared to design in branding despite its critical importance.
- Those working in branding know powerful words shape the brand just as much as visuals.
Carissa's Unconventional Start
- Carissa Justice's writing career started after various odd jobs before joining an agency as their first in-house writer.
- She helped integrate writing deeply into creative design, eventually founding her own words-first branding studio.
Nike Olympics' Bold Verbal Campaign
- Nike's 2024 Olympic campaign used bold, brash language fitting world-class athletes, provoking divided opinions but strong reactions.
- Lines like "I don't want first, I want first ever" captured competitive intensity unlike typical inclusive messaging.
