Objective: Build the tone of voice and messaging strategy, content strategy, and storytelling strategy for an emerging niche wellness brand (startup) focused on scientifically-backed maternal health supplements and education, with a limited budget and timeframe.

Approach: Founder conversations, market research and performance review to gather data and inform creative decision making. Dial cultural research, audience needs and brand manifesto into strategic plans for tone of voice (characteristics and execution across touchpoints), messaging, content (formats, platforms, and rollout), and creative production, in collaboration with a multifunctional team - partnerships strategist, art director, graphic designer. Crafted a brand bible and go-to-market playbook for strategic execution by founding team when launch the brand and products.

Solution: Developed an intelligent, real, and perceptive tone of voice strategy that aligns directly with the needs of a target audience that’s often overlooked, talked down to, and blindsided by the realities of maternal health. Developed a comprehensive tone of voice guide and messaging strategy to bring the strategy to life across touchpoints.

In parallel, crafted a content strategy that fits within the budgetary and time bandwidth constraints of the brief, yet allows the brand to have a meaningful presence across platforms. Developed a multi-platform strategy (Substack, Instagram, Reddit, Pinterest, Youtube), content formats (visualised podcast, short video series, written article series, infographics, and UGC), and overall led the development of an editorialised approach to brand education.

Developed a multi-phase go-to-market strategy and playbook to support content rollout across platforms, in time for both brand and product launches. Built out a production strategy to detail the creative execution of the strategy and advise on lean production, zeroing in on a limited few production moments and how to capture multiple content formats and versions at each. Prepared creative briefs for handover to production partners, contributing writers, and collaborating experts & tastemakers.

Result: Ongoing Project. Positive reception of client, investors and stakeholders to both tone of voice and content strategies, with minimal revisions. Invitation to further develop and produce strategically-aligned launch content.