UGG REVIVAL
Battling narrow associations with a “comfy but ugly” aesthetic and an outdated youth culture, UGG needed a brand that reintroduced the iconic style as a premium fashion brand that could captivate the diverse Gen Z market while staying true to their own bold heritage.
Feels like UGG
In 2023 we launched the new UGG brand strategy, followed by their verbal expression and global essence “Feels like UGG”.
Their new verbal expression is energetic, warm, evocative, and sensorial. It’s intended to compliment that iconic feeling their boots are known for, while expanding it to express their purpose of making self-expression comfortable all, by making people feel good inside and out.
Client
UGG
Year
2023-Present
Work
Brand Positioning
Brand Voice
Brand Messaging
Tagline Development
Campaign Strategy (2023-2026)
Sell-in conference materials
UGG Autumn/Winter 2025 Campaign
UGG set out to reestablish its Classics line as the undisputed fall style—but not just for the casual wearer. UGG's reputation has always been associated with premium materials and the top fashion icons in the industry, and it was time the brand got credit for its influence on high fashion. The challenge was to amplify its origin story and share what makes the brand iconic while reintroducing new ways to style the Classics.
I had the privilege of leading the copy direction for the Autumn-Winter campaign, which included the campaign line, “Iconic from the First Step”, product messaging for the season’s top styles, web copy, email copy, and this delightful anthem video featuring Elsa Hosk and SJP.
View the Autumn 25 Anthem Video
Iconic from the First Step
Year
Fall 2025
Spring/Summer 2025 Campaign
UGG was ready to launch a new line of warmer-weather styles, as well as new styles for its men's line. The challenge: create a bold yet undeniably UGG look, feel, and message that resonates with global creators and lets the world know UGG is just as iconic in summer as it is in winter. The core message, "Big Spring Energy," signals an audaciously joyful side of UGG, inviting younger audiences to explore playful expression.
Spring/Summer 2025
