For a vehicle with as much personality as the Kia Soul, its redesign needed to shout its unique personality and break free from the mold of typical entry level messaging.

I brought that vision to life with fun, energetic, and youthful language that captured the Soul’s distinct character. Instead of leaning on generic subheads and standard body copy for tech and safety features, I reimagined each section as a unique persona.

This approach invited readers to connect emotionally with the car through real-world scenarios. Subheads like “Driving Enthusiast,” “Urban Adventurer,” and “Movers & Shakers” prompted more clicks and deeper engagement, according to our data. The supporting copy was intentionally conversational avoiding typical industry jargon.

Below are a few of the standout stories.