Poseidon Men's Collection wanted to differentiate itself by communicating in a very clear, waffle-free way while also keeping the masculinity and professionalism it prides itself on. First, I homed in on the company’s key characteristics to flesh out its brand personality and develop a suitable tone of voice. Next, I wrote a new web copy ensuring every section was in a bite-size format that would be easy for busy prospects to scan through and write the product descriptions