We help brands transform their stories into movements.
Words don’t just tell stories – they spark movements. At in italic, we build strategies that emphasize what matters, helping your brand to break through the noise and connect on a human level.
Our work begins by building a strategic foundation that’s as emotionally intelligent as it is insight-driven. We translate brand ethos into messaging, goals into action, and ideas into execution so your brand can speak, act, and connect with intention.
At in italic, we bridge the soul of your brand with the psychology of your audience to deliver real results – from generating leads and driving conversions to building loyalty that lasts beyond a single campaign. Whether you’re building from scratch or refining your voice as you grow, we connect the dots between insight, expression, and execution to move your brand forward. You already have something to say – we help you shape it, structure it, and share it in a way that resonates, performs, and aligns with your vision.
What we do
(and do well)
Build brand foundations that connect emotion to execution and drive long-term loyalty
Craft messaging systems that build recognition, drive action, and scale with your brand
Transform brand thinking into content, campaigns, and creative that convert
We help brands speak like humans
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We help brands speak like humans
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We help brands speak like humans • We help brands speak like humans •
The editor’s note
Hi, I’m Alexia. You can call me Lex. With roots in editorial and over a decade of experience in brand strategy and full-funnel marketing, I help brands find their voice, distill their message, and connect on a deeper, more human level.
I’ve led strategy across real estate, lifestyle, travel, food & beverage, and wellness, partnering with founders and teams to shape brand narratives that stand out, build trust, and drive results. I bring a rare blend of instinct, nuance, and structure, crafting strategies woven with an emotional thread that don’t just engage – they compel. I move brands forward with words that work, stories that stick, and ideas that convert.
I build systems that align teams, evolve with brands, and bridge the gap between vision and perception. I connect how you want to be seen with how people actually experience your brand – because it’s not just what you say, it’s how it makes your audience feel.
I don’t just want to tell your story. I want to help you live it with conviction across every touchpoint – so it feels human, trusted, and remembered.
Brands – like great sentences – need structure before style.
Strategy
Positioning · Personas · Brand Architecture · Brand Personality · Tone of Voice · Foundational Messaging
Messaging & Voice
Core Messaging · Taglines · Voice Principles · Brand Vocabulary · Messaging Pillars · Applied Use Cases
Marketing & Brand Leadership Support
Strategic Oversight · Team Alignment · Initiative Development · Embedded Support · Cross-Functional Collaboration
Digital Advertising
Paid Media · Landing Pages · Performance Messaging · Conversion Strategy
Campaign & Content
Multi-Channel Planning · Funnel Mapping · Full-Funnel Messaging · Story-Driven Campaigns & Execution · Creative Direction
