Aura Frames: Astra, featuring Swarovski Crystals Launch & Campaign

For Astra, Aura’s frame featuring Swarovski® Crystals, I led naming and messaging strategy and defined the product’s voice. I developed the narrative that positioned Astra as a lasting gift, expressed in the line “Designed to be gifted and enjoyed long after the confetti settles.” Working closely with the Creative Director, Product and Brand teams, I wrote across the full launch, including packaging, web copy, product education, user manuals and event invitations, keeping the voice consistent from first impression to setup.