This startup wellness company came to me with a mission, to help develop its name, narrative and unique brand identity. By understanding its distinct features, DNA, and audience demographic, I crafted a brand story which promoted self-empowerment, creative exploration and social good.
After looking at SEO best practices, competitive analysis and of course, product purpose, we chose the name, “The Custom Journal.” Then I began my deep dive into tone of voice, design and website development.
Tone and Content Development:
Approachable and Informative; Creative and Inclusive; Self-empowering and Philanthropic; Actionable and Meditative
The Custom Journal is incredibly human and helpful, featuring a modern tone that emphasizes wellness and warmth. Since this company is founded by one individual, I wanted to highlight the power that one person has on a community. Since The Custom Journal was created to help mitigate anxiety, we leaned into making an overall brand promise of spreading awareness for mental health. We then worked on securing partnerships with foundations like The Anxiety and Depression Association of America, so that with each purchase of one journal, a donation is made to mental health research and support. Since consumers gravitate to brands with a purpose, we believed this could make The Custom Journal stand out amongst its competitors in a saturated market.
