ROLE

UX Writer & Brand Strategy

AGENCY

Proximity Lab

VIBES

For Artists, By Artists

TEAM

Jan Losert, Tomáš Mrázek

Evan Karatzas, Nick Allen & The

Whole Proximity Lab Crew

CAPABILITIES

Brand repositioning

UX Copy

Voice development

Platform narrative transformation

Content Strategy

Messaging Guidelines Creation

Q: How do you reposition a social media giant mired in some dated optics? 

A: Celebrate the authentic creator spirit that has driven its growth since the beginning.

VSCO was stuck with “VSCO girl” associations and needed to reposition for serious creators without alienating their existing community—a delicate content strategy challenge that required understanding multiple user personas and their conflicting needs.

As a UX writer and content strategist working with Proximity Lab’s design team, I developed the brand language and copy that would support their corporate website’s visual redesign. This meant translating user research insights about creative professionals into interface language that felt authentic to artists while remaining accessible to casual users. I was overjoyed when my “Here for your creative journey” line became the rallying cry across the entire re-launch.

VSCO’s core creators felt misunderstood by mainstream social platforms that prioritized engagement metrics over artistic exploration. They needed a platform that celebrated the creative process, not just the end result—a community where vulnerability and experimentation were valued over viral content.

I crafted messaging that spoke directly to creators' intrinsic motivations: “Hey, creators—we get that you thrive on inspiration and do your best work when you can share it in a safe, creative community that lets you do you.” The challenge was condensing this empathy into concise interface copy while working across a team of design geniuses, product developers, and VSCO creative clients. I can’t say enough great things about Proximity Lab!