Founded in San Francisco, California and now headquartered in Singapore, MONO is a globally recognised, IDSA award-winning brand that’s synonymous with product innovation and creativity for musicians, creators and the creative community.
Brand Strategy (Brand Archiecture & Product Naming)
I’m honoured to have named the MONO Alias and Relay — super-sleek lifestyle bags that are carried by music makers and DJs around the world. I used music/audio production terms for these product names to build recognition among their intended users.
The naming process also involved an intimate understanding of these products and their USPs, research and comparison with competitor brands, and establishing naming consistency between the new bags and existing products in MONO’s lineup.
Unveiled at the NAMM 2019 trade show, the Alias and Relay are changing the way DJs and producers bring their gear on tour.
MONO Relay messenger bag (L) and Alias backpack (R)
Content Strategy (Content Creation)
As the first point-of-contact for new launches, I work closely with product managers, designers and marketers to identify the USPs of our new products and craft a content strategy that stays true to MONO’s brand voice of being perceptive, confident and aspirational.
Following that, I’ll move on to content creation, where I produce compelling copy for various channels — website landing pages and SEO, eDMs, print and digital ads, and e-commerce product descriptions.
Here are some examples:
Daniel Loy 