Where Fashion Meets Function: Launching BRXL Into the Activewear Market
Brand Strategy • Naming • Messaging • UX Copywriting
After the success of Popilush (a body-positive shapewear line projected to reach $150M GMV by 2025) the company launched BRXL, a sister brand dedicated to high-performance activewear. I named the brand and led its messaging, voice, and positioning, shaping an identity designed for women who move fast, live boldly, and expect their activewear to deliver both performance and style.
With its confident, empowering tone and sleek design system, BRXL was built to stand apart in a crowded market while staying connected to Popilush’s reputation for inclusivity and innovation.
Results & Highlights
Named BRXL, crafting a bold, memorable identity rooted in strength, energy, and movement
Defined the brand voice and positioning as confident, cool, and empowering
Built a messaging system around empowered movement, fashion-meets-function, and inclusivity
Wrote e-commerce copy across homepage, product pages, and UX flows to drive conversion
Developed buyer personas to guide storytelling and brand targeting
Created packaging, print inserts, and collateral copy to unify the brand experience
Positioned BRXL as a distinct but connected sister brand to Popilush, leveraging credibility while expanding into activewear
Public Recognition
BRXL’s launch featured in Textile World and PR Newswire, spotlighting its advanced compression fabrics, innovative design details, and inclusive sizing
Sister brand Popilush featured in Forbes and sold at Nordstrom, providing brand credibility and consumer trust at launch
What I Delivered
Naming of BRXL and development of its full brand identity
Messaging pillars, tone framework, and voice guidelines
Buyer personas and audience research for positioning
E-commerce and UX copywriting for the website
Packaging, print, and collateral copy in unified brand voice
Creative Messaging
“Own your energy.”
“Harmonize your hustle.”
“Love at first fit.”
“Strength in every stitch.”
“Confidence in motion.”
Meta / Instagram Ad Copy
“Not just activewear. Active everywhere.”
“Confidence in motion — performance that looks as good as it feels.”
“Compression meets confidence. Find your fit with BRXL.”
“High-performance. High-confidence. All day, every day.”
