Dermaviduals New York
I worked with dermaviduals NY founder, Kathryn to revamp her home page and brand personality. Also included blog posts and SEO.
Problem: Her website was lacking the flair and expertise to match her personality. It was also very B2C and generalist looking, but her ideal clients were professional clinics and spas (B2B) in the New York area.
Solution: Kathryn was already a nationally recognized dermal science educator, practitioner, and researcher in the field of corneotherapy, so I decided to play up her expertise to set her apart from her competitors and show off her passion for skin.
I made her Home page more youthful and exciting, added social proof in the form of testimonials and PR mentions, and we decided to add more touchpoints (phone number, SSL, etc) for believability. We also focused more on the science of the products, to help attract only qualified leads.
Here’s what Kathryn had to say: “I’m obsessed with the Home and About page. What else can we do?! LOL”
aneski home
I worked with Aneski Founder, Karim, to conceptualize and complete a full website project.
Problem: Karim had the visual elements, a brand archetype (the Magician), and a wireframed website in place. He just needed the copywriting to bring it all to life. He wanted the verbal identity based on Egyptian roots and to elicit a magical feeling, but without stereotyping or feeling too gimmicky.
Solution: I first created a brand voice guide for Karim. Mixing exciting e-commerce language with luxury vocab and a touch of fashion elements, I created not just copywriting for Egyptian Cotton pillowcases but a verbal identity for a fully-fledged lifestyle brand. It has hints of sophistication, craftsmanship, inspiration, and playfulness.
Then, I wrote the full website copy: Home, About, Shop pages, Gift card, and Contact — offering color namings and additional expertise along the way.
sensor brite
I worked with Product Manager, Joe Piscal, to launch a new website, Sensor Brite.
Problem: The current website was bare bones and not converting how they’d like. They wanted to compete with everyday lighting solutions found on Amazon and target family households.
Solution: I wireframed and wrote web copy, focusing on promoting the products as modern solutions with better quality than what you’d find elsewhere. I added a hefty amount of guarantees and objection-slaying copy. To boost AOV, we also created a “Shop More, Save More” page for the brand.
Here’s what Joe had to say: “Sensor Brite felt like it was lacking in direction and soul. Kaleena came in and by leveraging existing customer information was able to shape the brand’s voice. Plus, the new copy is excellent!”
COMPOUND BANC
I worked for Compound Banc, a user-friendly app that allows its users to invest in compound bonds, over the course of a few months to define their brand voice and style and write their website copy.
Problem: Convey their value in a sophisticated yet to-the-point manner, reminiscent of Apple’s approach. Get users to sign-up for their new app.
Solution: After in-depth calls, it was clear they needed to simplify their messaging to speak to the everyday user hoping to build their nest egg. I created a value-prop-filled style guide with repeatable messages they could use for their business. I also wrote in-depth pages (e.g., How it Works, FAQs) to help users dive further into the complicated world of investments should they choose to.
Cartoonely
I worked with Cartoonely’s Founder, Davy Martial, to bring their new site launch to life.
Problem: Cartoonely, a successful company in France, was launching into an international market. They needed an English-speaking copywriter who could nail the funny brand voice. It was also important to the Founder, Davy Martial, that they could simplify the user’s journey.
Solution: I created various taglines in-line with the Founder’s vision and defined their brand voice. Together, we reviewed various “funny” brands to define what kind of funny Cartoonely was to be. Once I defined their voice, I wrote the website copy spanning across the entire Home page, About page, check-out process, back-end (for the designers), and much more. I also wrote their Welcome, Abandon Cart, and Purchase email sequences to help customers through their journey with Cartoonely.
Here’s what Davy had to say: “I had specific demands because I wanted the tone of my brand to be funny while also respecting the customer and the designers behind the product. We first defined the voice with a guide and the result was astonishing! With that defined, we were able to tackle the large website! The whole process was really smooth. I didn’t have to worry about a thing.”
Wine Workshops
Starting from zero, I worked with Wine Workshop’s founder, Nick Roberts, to create a refreshing website to officially launch his immersive wine tasting workshops in Barcelona.
Problem: Find his position in a crowded market in Barcelona
Solution: After in-depth calls and customer research, it was clear Nick had a level of sophistication and camaraderie that other workshops did not offer. We went with a wholesome, educated (but never snobbish) and relaxed vibe to attract his ideal customers and represent his personality.
Here’s what Nick had to say: “I am so impressed with your speed and professionalism whilst working on this project for me. I can’t thank you enough!”