Shortlist is a new brand from the labs of Olay and SK-II at Procter & Gamble. Using only scientifically proven anti-aging in the simplest formulas possible, the brand offers a potent but minimalist approach to skincare.

I worked with the P&G team from near the outset to establish strategic positioning and explore branding directions. I played a key role in structuring the initial communication elements and site, and brought the brand voice to life through copywriting in all channels.