Theory had long been known for modern essentials, but its voice lacked the edge and clarity to stand apart in a crowded “quiet luxury” space. As part of a wider brand transformation, I helped redefine how Theory speaks — creating a voice that sounded as intentional as the clothes look. The brief was simple: less polite, more New York. We built a verbal system that traded in small talk for point of view — crisp, confident, and quietly clever. From manifesto to editorial frameworks, the new tone gave Theory language that could sit in conversation with the city it came from.