THE KNOT REBRAND

The Knot has helped 25 million couples plan a wedding that celebrates not just their marriage, but who they are and what matters most to them. In 2023, The Knot rebranded with a refreshed look-and-feel and tone of voice, increasing relevancy with Gen Z and the next generation of couples 100% YOY. I co-led new copy development across channels, as well as ongoing brand guidelines refinement.

Paid media assets in the refreshed tone of voice lowered cost per click and cost per lead.

This video, created for YouTube, social, and The Knot homepage, became a top performer in driving new member sign-ups.

Email also underwent a major copy overhaul from welcome emails to behavioral campaigns.

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The Knot Performance