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Brooke Amber Johnson

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Creative Direction + Writer of the Things

CREATIVE DIRECTOR & writer of the things

Brooke Amber Johnson

  • Words
  • Places
  • Hellos
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Tagline: THINX

THINX is the first-ever leakproof period underwear. It has magical powers. I wanted to write a brand line that would eliminate any question about what the product was for, and one that aligned with the provocative, girlpower nature of the brand. Turns out, it caused quite a media storm that sparked a new and important conversation around menstruation. 35 publications later the tagline has been extended across all channels, and is used as an overarching narrative and ethos anchor for the brand. Pretty cool. 

Tagline: THINX

THINX is the first-ever leakproof period underwear. It has magical powers. I wanted to write a brand line that would eliminate any question about what the product was for, and one that aligned with the provocative, girlpower nature of the brand. Turns out, it caused quite a media storm that sparked a new and important conversation around menstruation. 35 publications later the tagline has been extended across all channels, and is used as an overarching narrative and ethos anchor for the brand. Pretty cool. 

MTA Subway Splash

MTA Subway Splash

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 A tagline that made headlines.   Read the full story at MIC.com   

A tagline that made headlines. 

Read the full story at MIC.com

 

  Read the full Huffington Post article. 

Read the full Huffington Post article. 

  Read the New York Times article. 

Read the New York Times article. 

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For People with Periods - Trans product

For People with Periods - Trans product