When Pulse evolved into Makina, it wasn’t just a name change. It was a transformation of personality, purpose, and presence. I led the development of a new tone of voice that marked the shift from functional fitness tracking to an intelligent, human-centric technology brand.

The goal was to move beyond the language of performance and precision into something empowering, intuitive, and emotionally connected, a voice that spoke to how people live with technology, not just use it.

To help Makina stand out in an industry obsessed with data talk and robotic-sounding jargon, I injected a sharper, more rebellious edge, a punk-like tone that challenged conventions and brought energy, attitude, and humanity into the conversation.

I established a verbal identity framework that articulated Makina’s new positioning and explored how that voice came to life across every touchpoint, from marketing campaigns and social channels to on-site UX copy, brand messaging, and product communications.

The result was a clear, confident, and compassionate brand voice. Bold enough to break the rules yet grounded in empathy that bridged innovation and intimacy. Helping Makina stand out in a crowded category of cold, data-driven wearables and speak to users as people, not performance metrics.