Base Coat
My Role
Copywriting | Brand Tone & Voice
Base Coat is a nail salon fighting to raise the standards of clean, ethical beauty. As part of their recent rebrand, I had the opportunity to revamp their brand voice and messaging platform, which included rewriting over 100+ product descriptions and crafting copy for their website.
To reflect Base Coat’s nurturing yet renegade approach to beauty, I developed language that felt warm and inviting—incorporating small moments of playful irreverence where appropriate.
I also assisted with the Base Coat collateral development, creating signage and other assets to help bring the brand to life.
Creative Direction: Josh Wills
Photography: Kyle Muhr
Brand & Website Development: Consume & Create
Core Messaging
As part of the brand refresh, I crafted core messaging to speak to Base Coat’s trailblazing spirit, inclusivity and warmth. These inviting phrases reflect the good vibes you feel while getting a mani-pedi at one of their salons.
Badging Design: Will Johnston & Dylan Fowler
Product Descriptions
For Base Coat’s nail polishes, I developed copy to highlight the distinctiveness of each color. Base Coat is not your average nail salon, and these expressive descriptions help communicate the whimsy and playfulness of the brand.
You can check out the 100+ descriptions on the Base Coat website.
Signage
To communicate the benefits of Base Coat’s products, I developed the designs and copy for point of sale signage. These pieces emphasize their nurturing approach to beauty, while speaking to the plant-based ingredients they use to craft their products.
