Client: Moments of Happy
Project: Develop brand tone of voice. Copy for Instagram and website.
My start-up wellness brand founded between 2021-2022.
The Brand: Moments of Happy was founded with the intention to help you create the right work/life and me-time balance. Aimed at adults aged 25+ the Moments of Happy Planner aids in identifying personal goals and values in order to live a life of purpose. The weekly planner encourages users to consciously create time for their hobbies and other meaningful pastimes in order to create more happiness in their lives.
The Brief: Create brand tone of voice and write social media and website copy to enlighten target audience on the brand’s values, vision, and planner.
Project Roles: Brand founder, creative director, writer from concept to execution, developing brand tone of voice, generating ideas, copy editor, product designer.
Deliverables:
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Research and develop the brand persona, tone of voice and tagline to be used across all platforms and planner.
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Headline (on-image copy) for Moments of Happy’s social media campaign.
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Write copy summarising the brand and product for Instagram bio.
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Headline copy for website homepage.
Brand Tone of Voice
The Brief: Create a Brand Tone of Voice (TOV) and Brand Tagline for Moments of Happy.
Approach: I firstly created a brand persona, which created a guideline for how Moments of Happy would look and sound if it were a real person.
Moving on to developing the brand tone of voice, it was important to make the brand sound relatable to the everyday person in order to grow a community, not just a following. This is why the TOV was developed to share real life stories.
The brand tagline “Bringing the Focus back on You” has capital letters assigned to the keywords in order to put more emphasis on them and intrigue interest.
Outcome
Tone of Voice: We are self-aware, not self indulgent.
Do: Consciously create the right work/life and me-time balance, inviting more playfulness into life for improved mental health.
Don’t: Ignore your responsibilities. Creating balance means time must be spent on the not-so-happy things too.
Brand Tagline: Bringing the Focus back on You.
Brand Vocabulary/Glossary: Moments of happiness, hobbies, taking time out, presence, stillness.
Social Media Content
The Brief: Write copy for headline options (on-image) using the brand tone of voice. Aim to engage the target audience and educate them on the brand’s values.
Option 1
Approach: Having chosen images to reflect each brand value in visual form, I kept the on-image headline copy consistent across all posts. The copy “Now is the perfect time to…” highlights importance of the present moment and introduces each brand value, emphasised in bold in order to bring attention to them.
Option 2
Approach: Since quote posts do well on Instagram, I selected quotes reflecting Moments of Happy’s values and overall “happy vibe” as reflected in the brand colour palette. Using customer reviews as on-image copy shows real benefits gained by real users of the planner.
Social Media Bio
The Brief: Write copy for the brand’s Instagram bio, summarising the brand’s mission and what the planner is designed to do.
Approach: In order to bring across the “happy vibes” of the brand and planner, I used emojis alongside the words to create the overall copy. Including the brand tagline “Bringing the focus back on You” made the brand’s mission clear, followed by a statement that summarised what the planner will help you achieve. The bio is then closed with a call-to-action, letting customers know where they can learn more about and buy the planner.
Homepage Hero
The Brief: Write a headline for Moments of Happy’s website that captures the brand tone of voice in a single statement.
Approach: For the homepage hero I simply used the brand tagline “Bringing the Focus back on You” because it captured the brand tone of voice and goal of the planner simultaneously.