Naming and launching the internet’s favorite hoops.
A name that became a brand signature. I developed the naming, launch campaign, and product storytelling for Mejuri’s Stevie Hoops. Rolled out across web, social, email, and retail, Stevie Hoops quickly emerged as a hero product, bestseller, and celeb favorite.
New hoops, new name, and a new way in for product storytelling.
Stevie Hoops’ modular design allowed them to be worn solo or styled with interchangeable links. That versatility inspired the headline, “A new frame of mind,” a nod to both the shape of the hoops and the ability to swap links for different looks.
To invite customers into the design process and deepen their emotional connection to the brand, we introduced Design Stories, which shared inspiration, mood boards, and sketches for an editorial approach to product storytelling. This content lived across social and product landing pages to enrich the shopping experience.
Stevie Hoops are now one of Mejuri’s most recognizable and successful products.
