Plain-text into Concorde

Company: Frontiers Media
Industry: Scientific publishing
Location: UK & Europe
Type: B2C
Platform: Contentful, Figma, Miro, Salesforce

Project skills: Interviewing, R&D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting

About:

Frontiers Media is the world’s 3rd most cited scientific publisher. With over 2.5 billion views and downloads, they aim to revolutionise academic research - empowering authors to build a better world through open science.

Frontiers needed:

An overhaul of the current email marketing strategy
Moving from a plain-text format to a visual template
Email templates that ensure recipients feel confident and motivated to accept our invitations

Work included:

Prototyping and testing information architecture and hierarchies with target audiences.
Working alongside UX researchers, developers, and QA teams to create testable formats.
Testing different tones and voices with researchers to hone the best approach for final use.

Outcomes:

Improved open rates (top rate rise of 16% in 2023).
Click-through rate rise (32%).
Increase in conversion rates of new customers (7%).

June, 2023

Throwing Shade(s)

Company: Island Optics
Industry: Sunglasses / eCommerce
Location: USA
Type: B2C
Platform: Google Drive, Shopify, SEM Rush

Project skills:
Strategy, Branding, Marketing Campaigns, SEO, Content Creation, Copywriting, Website Copy

About:

Straight outta Florida, Island Optics are the newest venture from a 5th gen sunglass-maker. They make shades for the outdoor sporting crowd. If you’ve seen King Fishers, Monster Carp or Wicked Tuna, you’ve probably seen a pair of these shades wrapped around the presenters’ face.

Island Optics needed:

Branding, TOV and messaging framework
Full works website copywriting
Product descriptions
SEO-ready blog articles
Comprehensive FAQ pages

Work included:

Understanding the customer base
Shooting the breeze with weekend-fishermen, a whirl of lycra-clad cyclists and one taciturn golfer (hey dad).
Aligning tone and voice with company values
Pitching new concepts and copy

Outcomes:
In it’s first year, the website has seen a month-on-month 30% uptick in traffic.

Instagram follower count has grown from zero to 20.6k since launch in July 2023 😎

June, 2022

The Hybrid Work Lowdown

Company: Oktra
Industry: Architecture, Design, Construction
Location: UK
Type: B2B
Platform: Wordpress

Project skills: Researching, Style Guiding
Voice, Register & Tone, Wireframing,
Document Creation, Copywriting, SEO

About:

Oktra is a workplace design firm on a singular mission: to create workplaces that inspire people to do amazing things. Following the pandemic, they wanted a guide that enabled company owners to navigate the new reality of hybrid, flexible and remote working.

Client needed:

A How-To / What-Is guide to the concept
Instructive and educational copy, without the fluff
A narrative voice that spoke with friendly authority

Work included:

Developing a structured brief with the Oktra team
Researching terminology and finding the simplest way of articulating the concepts
Addressing different keywords for SEO relevancy
Working with graphics to create weave copy with captivating imagery

Outcomes:

All copy delivered on time
Delighted with results
Now working on 12 new articles

Sample:

Available Here

Images

March, 2022

The ABCs of CBD

Company: V&YOU

Industry: eCommerce, Health

Type: B2B

Platform: Wordpress

Location: UK

Project skills: Researching, Audience stategy, Workshopping, Copywriting, Content Strategy