THE LOCAL FLORET
BRAND VOICE DEVELOPMENT | WEBSITE COPY
The Client: The founder of online home and garden shop, The Local Floret.
The Goal: Write copy to help transition from bricks and mortar storefront to online e-commerce website launch powered by Shopify.
The Strategy: Deploy full brand guide to develop owner’s voice and identify target audience. Identify the most unique selling proposition and incorporate into home and about page copy. (1) Incorporate value pillars of target audience into body copy to establish shared priorities. (2) Weave in site-wide concept of ‘your home is your story’ into the copy throughout. (3) Use skim-friendly, conversational-style formatting.
