Yolk is Belkin's case creation and personalization service that lets you show off what matters most to you, what's at your core, your "yolk."

I worked alongside Belkin's Consumer Insights team to develop and present a complete target market analysis and competitive audit, and used those finding to inform the name of the product and service.

I developed copy for all consumer touchpoints, including the microsite, online customization tool, packaging and Times Square digital billboard.

CD: Rick Stoeker | AD: Lucky Diaz/Alvaro Pires | CW: Amanda Burch