Copywriting - Cooking website content

Context: Pepper did not have a clear brand personality and they also needed to stand out against competitors.

The fix: I researched and built profiles for users from Pepper’s core target audience, focusing on identifying their needs, aspirations and values. I also researched Pepper’s competitors, analyzing their key propositions and differentiators. I overlapped the research results with Pepper’s proposition and mapped out Pepper’s personality and how it should connect with its target audience.

My input: - Collaborated with product owners to understand app features and align on key messages - Developed content style guide, to establish a reference for current and future communication and presence - Developed Pepper’s tone of voice - Wrote copy for entire website, based on prototypes developed by product designer