Root & Remedy Wellness
Creative strategy, research, writing from concept to execution, copy editing. June 2022-June 2023.
I was brought in pre-launch to craft the brand’s verbal identity and create content. This included editorial guidelines, email marketing campaigns, web copy, sales copy, service descriptions, ebooks, lead generators and a bank of articles and blog posts.
"The Period Fix" sales page copy
Root & Remedy, previously Vanessa Oly Wellness, was expanding from a personal practice to a multi-modal educational platform committed to raising the baseline of women’s health literacy. Our goal was to refine the brand voice without losing the personality and sense of connection the founder had built with her social media audience.
Lead generators
The intention was to create smart, bright, engaging copy that would appeal to young women and menstruators and get them interested in learning more about their reproductive health. The tone of voice is friendly, casual and warm, so I used exclamation marks, all-caps and abbreviations to convey the overall brand message: learning about your body can be easy and fun.
Email marketing copy
I drew on my PhD work and conducted market research to create content that was educational but playful, and instructive but not pedantic. Injecting the copy with wit and humour let me play with current trends so the brand remained relevant, while keeping the content evergreen.
The R&R Library features articles on hormones, gut health, periods and more.
Article preview, “How to support your body on birth control.” Read full article, here.
Article titled, “What are endocrine disruptors?” Read full article, here.
Article titled, “Side effects of birth control.” The intention here was to offer a non-judgemental, evidence-based take on birth control. Does it have side effects? Yes. Should you be ashamed of taking it? No. This article conveyed one of the brand’s foundational messages: women don’t need blamey fear mongering — we need more education, more access, and more choice.
Read the full article, here.