Brand Consulting

Touch of Modern: App Store Screens Redesign

I took the lead on our App store screenshot rebranding efforts, which were much needed as they had not been updated since they launched. I made strategic decisions in both copy and product selection for this project. I researched historic top-performing products and weighed them across all categories, providing the final selection to our design team to create assets. I also drafted the copy with the goal of moving away from discount messaging, which cheapened the brand, and instead focused on discovery-focused messaging throughout the screens.

HER: Brand Voice Guidelines

HER is the world’s largest platform for queer women, nonbinary, trans and gender non-conforming folks. I consulted with the HER team to develop brand voice writing guidelines to preserve brand across marketing, social media, and freelance content. I also provided guidance on using the brand guidelines when writing about topics spanning across sexuality, race, gender, and age.

HER: Increase User Engagement

I worked directly with HER’s Lifecycle Marketing team to write user-centric branded in-app messaging to increase user engagement and conversion.

HER: Queer Definitions for Social Media

After developing HER’s brand tone guidelines, I worked directly with their Social Media Manager to research and write several queer glossary definitions to support HER’s goal of educating and connecting with their followers through social media, while maintaining the company’s brand and tone.

A few examples are below.