Rockets of Awesome Rebrand
The year 2019 was huge for Rockets of Awesome. The company started in 2016 with a subscription box model and truly awesome kids’ clothes, Three years later the brand was ready to launch e-commerce, with an 80% fresh team and more than a few so-crazy-they-might-just-work schemes to shake up the industry. I was so proud to come on board as copy lead.
The slogan says it all: “We Make the Most Awesome Kids’ Clothes” Period.
Rockets’ expansion into e-commerce was also the perfect opportunity for a total brand overhaul. To add further Awesome to the mix, our team concepted and opened a summer pop-up store in the middle of Flatiron… in 30 days. The craziest and most rewarding time I’ve ever had at work!
As brand copy lead, I was both mad scientist and helicopter parent of Rockets’ irreverent, confident, empathetic brand voice. Working closely with my creative director, design, marketing, merch and social teams, I was involved in almost every creative project. Like the out-of-home campaign we put up all over NYC. Or scripting my first TV ad for Hulu, and a podcast script. Or hitting on the perfect brand tagline. Or writing fun and functional signage for the pop-up. Or coming up with LOL-worthy heat seal copy for baby onesies. Or running weekly content for The Awesome News blog. Of course, I wrote daily email, e-commerce, search, social and paid content, too…
The year 2019 was also huge for me. Constantly creating, in the thick of a multi-channel rebrand, for a disruptive brand like Rockets, in New York City, was joyous, unforgettable and one more word that still hasn’t lost its magic for me: Awesome.
Finding our “Outside Voice”
TV ad | Hulu
Creative: Stephanie Seliskar, Deborah Tam, Kelsey Petrie & Bridget Errante
Script: Jess Murphy
This 30-second TV spot aired on Hulu during back-to-school season.
Product emails got a bold new look. We wanted copy that veered away from cuteness and focused instead on the value props of confident design, supreme softness and awesome value for families.
Triggered email sends included monthly birthday gifts, UGC round-ups from Instagram, subscription promotions, and occasional discounts.
Exterior of the Rockets of Awesome store in Flatiron, NYC.
Out-of-home creative included billboards, wheatpastings, phone booth ads, and Link NYC ads. Assets promoted the brand and teased the opening of the pop-up store.
Out-of-home campaign spotted all over New York City. #ROAinthewild
Email banner 1: Teaser for the pop-up store.
Email banner 2: Grand opening!
Email banner 3: Open through 2019! The pop-up was so successful it became the flagship location.
Ongoing store promo: Kids could customize their new signature bomber jacket with ROA-designed peel-and-stick patches.
A fun vinyl to inspire kiddo mirror selfies.
Interactive playland: Our fitting room was stocked with stickers that kids could stick anywhere they wanted.
It was so exciting seeing the store signage come to life!
NYC's mandatory hand-wash sign... with a Rockets twist.
I compiled "Awesome Facts" which we hid around the store at kids' eye level.
I pitched the name "CrazySoft" in response to a brief requesting a product/collection name that evokes the cozy feel of our best-selling long-sleeve tees.
We revamped the heat seals for each size range with a clean design. I contributed three punchy, age-appropriate lines of copy for each size range, including our Baby line, that captured the Awesomeness of being a kid.