Axe / Lynx

In 2016-17, I was part of a team that completely reimagined the Axe (Lynx in the UK, Australia, and a few other markets) brand. Axe wanted to shed its association with toxic masculinity and position itself as a brand for all young men. It wanted to help and inspire, and lead through positivity. Under the supervision of the CD, I worked with an AD, UI designer and UX designer to help bring this vision to life.

We created an entirely new website, for which I wrote all the copy. As well as interviews, features, how-to guides, all the product copy, and the 'Magic Finder' diagnostic tool. I'm unsure how much pizza we consumed over the course of that year, but it lead to the creation of a piece of work that I'm incredibly proud of.