Outerspace
brand identity, tone of voice, copywriting, ux design, storytelling, copy direction
Client
Outerspace / Red Antler
Role: Copy Director, Brand & Communications Strategy — via Red Antler
Third-party logistics is an industry that runs on jargon and operates out of sight. Pick-and-pack, SLAs, kitting, multi-node fulfillment — the language of 3PL is functional by design, built for ops teams, not brand founders. Outerspace's challenge was structural: they had built a genuinely differentiated operation — brand-first, high-touch, obsessive about the unboxing experience — but the entire category's vocabulary was working against them. To attract the DTC and CPG brands they wanted as clients, they needed to communicate something the logistics industry almost never tries to: that your warehouse partner can be an extension of your brand values, not just a back-end cost.
Working closely with Red Antler's art director and UX and web design team, I helped shape the narrative structure and content flow of the brand from the ground up — not just the copy, but the strategic logic of how the story moved, what it prioritised, and how the verbal and visual layers reinforced each other across brand identity, website, and communications. The goal was to build a brand language that could hold both the operational credibility a founder needs to trust you with their inventory and the aesthetic sensibility that makes them want to work with you in the first place. That meant stripping jargon without losing precision, and finding a register that felt like a creative partner rather than a vendor. The spatial language running through Outerspace's brand — Mission Control™, "out-of-this-world customer experiences," "reality-bending brands" — isn't decoration; it's a positioning device that signals a company thinking about brand, not just throughput. The strategic reframe anchoring everything: your operations aren't a back-end function to minimise, they're a competitive advantage to build with.
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