When Stanley tapped Post Malone for a limited-edition collaboration, they were navigating a brand evolution. Known for its wildly successful “Stanley girl” aesthetic, the brand was ready to speak to a broader audience, especially men, without losing the emotional resonance that made it a cultural icon. But the voice being developed with another agency for the campaign wasn’t landing. It was trying too hard, and in the process, lost the authenticity of both Post and the Stanley brand.

Post’s team wasn’t vibing, and with teaser assets just days from launch, and having appreciated my work on two other campaigns, Stanley brought me in to fix it. I led a rapid voice and tone reset, landing on “Built for the Road. Built for Life.” A line that captured Post’s reality (always on the road, living out of a suitcase) and Stanley’s rugged, made-to-last DNA.

The voice has begun rolling out across social and email, with full launch coming June 16.