Biography Brand Messaging

2024–25

New York

Biography is a naturally powerful skincare brand created for extraordinary people—those who embrace their stories, their vitality, and the beauty of evolving skin.

With cult-favorite products and loyal fans, the brand had already captured hearts. But as it prepared for its next phase of growth, it needed a sharper, more intentional messaging system—one that could unify its personality across platforms and scale with ambition.

The objective: craft a brand voice as potent, magnetic, and nourishing as the formulas themselves.

Business Challenge

Biography was rich with promise but needed a system to articulate that promise consistently. The brand needed:

  • A clear and differentiated tone of voice rooted in its unique archetype

  • Messaging that resonated deeply with a diverse, high-value audience

  • A verbal system flexible enough to work across packaging, email, digital, and content

  • Copy tools that could scale across teams and partners without diluting Biography’s magic

At the heart of the work was a univerasl truth in the form of a tension Biography users experience. This tension provides a focused reason for our brand to exist.

What We Did

We led a complete messaging architecture sprint to build Biography’s brand voice from the inside out. Our work included:

  • Audience Archetyping: Developed three lead personas each with distinct motivations, language preferences, and tone weighting

  • Emotional Strategy: Built around the journey our users make as Biography’s ultimate emotional outcome

  • Brand Archetype + Character:

  • Voice Principles:

  • Messaging Matrix: Designed to each persona—balancing consistency with nuance

  • Tagline & Brand Description:

    • Tagline: Dedicated to you

    • Short Description: Naturally powerful skincare for extraordinary people

  • Writing Tools: Delivered a complete set of writing recipes, a 3:1:1 content ratio model, a brand tone ladder, and detailed do’s/don’ts to ensure executional consistency across marketing, product, and partnerships

  • Brand Lexicon: Defined a proprietary set of phrases like “noise-cancelling for your skin,” “your shelf as curated as your life,” and “not watered-down skincare”—language that now lives across social, web, packaging, and editorial

Outcome

Biography now speaks with unmistakable clarity, confidence, and emotional precision. The messaging system:

  • Unified all verbal outputs across product, purpose, and experience

  • Equipped teams with the tools to scale storytelling without dilution

  • Differentiated the brand voice in a sea of sameness in luxury clean beauty

  • Created a verbal mirror for the people Biography serves: wise, self-aware, and ready to own their story

Biography now has a voice as potent as its formulas—bold, magnetic, and built to last.

Testimonial

“Jared is the high priest of archetypes. He helped us craft a differentiated voice that works across email, ads, packaging, retailers and every DM we send. Jared cares so much about brand voice that he makes sure it’s guarded and upheld like legal code. Before this work, we had writers all sounding different—which told me our guidelines weren’t guiding.  Further, Jared’s rigor and commitment to follow-through continue long after the project is wrapped—that’s how much he cares.

For a business with high aspirations, voice isn't merely how you sound—it’s how you build trust at scale. It shapes customer experience, what they remember about you,  and proves you know who you are. Our team is already working with more cohesion on voice—and I am hawkish about how we write.

Side note: Jared met every deadline, pushed our thinking, and managed the process with a steady calming hum. 

If you're a brand nerd like I am, he’ll drop gems you’ll be quoting for years—and he makes the process unexpectedly fun”

Linda Thompson

Co-Founder, Owner, Biography

Client
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Year
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