ABOUT AMANDA

Amanda Aldinger is a devout worshipper of words. She founded Antonym to let others in on the action.

Amanda began her writing career in Chicago, as a journalist. After years of traveling between Chicago and New York City to cover New York Fashion Week, she made it official and moved to Brooklyn, by way of Harlem.

In New York City, Amanda fell for the transformative, shape-shifting allure of brand voice strategy. At M·A·C Cosmetics, where she was the Editorial Director for six years, she crafted stories and devised names for 90+ launches a year, while flexing her journalism muscles interviewing legendary creatives like Isabel and Ruben Toledo, Philip Treacy, Patricia Field, Giambattista Valli, Sandy Powell, Joseph Altuzarra, Zac Posen, Ellie Goulding, and Brooke Candy for the brand’s print and digital magazines.

In 2017, Amanda left M·A·C to collaborate with a wider variety of clients in the beauty, lifestyle, fashion, food, and luxury spheres. During that time, she provided consulting and copywriting services, campaign direction, editing, and brand voice strategy to PAT McGRATH LABS, Laura Mercier, Clé de Peau Beauté, Ellis Faas, PepsiCo, Urban Decay, OJAS Studio, Kérastase, KINLY, Jordana, and Milani Cosmetics among others.

In the glossy, golden age of content, Amanda observed that brands of all sizes were struggling to craft a truly original voice and execute it, with precision and rigorous consistency, across all channels. She developed a strategic approach, curated a team of elite creatives from across the country, and founded Antonym, a creative studio devoted to words, in 2019.

Today, she shares her Brooklyn abode with 19 plants and one husband. She is an unrepentant fan of European crime fiction. Daily, she is fueled by genmaicha tea and hot yoga, and weekly, returns to her musical roots to sing in a choir. She is on a quest to hike every national park in America.

LUFTMENSCH (YIDDISH)

Refers to someone who is a bit of a dreamer; literally, an “air person.”