In 2021, I helped launch SELFMADE as the first emotionally intelligent personal care brand. Hand-in-hand with the creative team, I consulted on everything from how the brand speaks and behaves to finding the brand’s core purpose. I got my hands dirty, creating a unique tone of voice and verbal identity that is self-affirming, anti-guru, and infused with joy.
Created copy guidelines for tone of voice and overall storytelling approach. The intention was to provide a clear link between the mind-body connection, habit stacking, and overall wellbeing.
The copy reflects many of the core values of the brand: transparency, empowerment, and a playful sense of exploration.
Alongside the Creative Director and Lead UX Designer, I determined the road map of the website, focusing on intuitive navigation and easy usability. I organized the hierarchy of information in a logical structure that laddered back up to the overall brand story.
Brought the tone of voice and committment to mental health concepts to all the tiniest, often overlooked details — like email subscription language.
Built out social strategy, created individual briefs, sourced images, and wrote copy for the brand’s Instagram. A mix of playful and down-to-earth style and tone, which reflects the unique identity of the brand.