Because big deserves beautiful words
The background
With a brand re-positioning underway and a new brand campaign about to launch, plus-size brand beme had a big problem - how do they express their tone of voice? How can they make their brand values sing through every word?
The challenge
This wasn't as straight forward as one might think. We all know that big is beautiful, but research showed that a lot of the clientele didn't always feel that way. This didn't just need a strategic approach - it needed an empathetic one, too.
Tone of voice
Copywriting - website, blogs, eDM, printed brochures, POS
The result
The tone of voice tackled the challenge head-on, with overarching guidelines and principles that reflected the brand values, along with hands-on examples that demonstrated how to apply them in real life. And ultimately, that's what this brand is about: being real about loving life.