Client: ICONA Health

Service: Website Copy Refinement & Brand Voice Development

Challenge: ICONA Health was preparing to launch a sexual wellness clinic purpose-built for pre-menopausal women seeking intentional hormone treatment. But their existing website copy, while informed, was working against them. It leaned more clinical, and at times too aggressive in pressing on the reader's pain points, which is the opposite of the experience they wanted to create for women who had already spent years feeling dismissed by the medical system.

Insight: The copy needed to be warm, without losing its credibility.

Strategy: Soften the existing copy. Elevate the tone to feel sophisticated and reassuring. Alongside the website work, develop a comprehensive brand voice document giving ICONA a strong foundation: tone and voice pillars, brand personality descriptors, archetypes, brand story script, values, mission, and vision.

Proposition: This is the care I've been looking for.