Eco Collective
A sustainable beauty and wellness brand in Seattle, WA
COPYWRITER, 2021
A zero-waste store transitioning from a local brick-and-mortar general goods shop to an online-only sustainable beauty brand.
Defined the voice for the new brand, in concert with visual rebranding and a site redesign. Steered messaging to simultaneously maintain trust with long-time customers and bring in new customers.
Develop brand voice guide
Web copy for e-commerce shop
Content marketing (newsletters + blogs)
Product research + presentation documents
Social media captions
User communications
Creative Director: Genevieve Fisher
Photographer: Adrienne Rosado
Designer: Kayley Sonheim
LINK TO SITE
Objectives
Develop a cohesive brand voice in concert with visual branding efforts.
Develop public messaging around brand changes to simultaneously maintain trust with existing customers and draw in new customers.
Translate the experience of a local brick-and-mortar store to an online setting.
Opportunities
Brand voice guide balances specificity and flexibility, so cohesive copy can be developed company-wide.
Site copy prioritizes clarity and targets new customers, while longform content maintains a personal connection with existing customers. Both copy styles are implemented strategically across channels.
Sustainability features are strategically de-emphasized to shift the brand narrative toward self care routines and mental wellbeing.