DECIEM

As the in-house Copywriter, I helped DECIEM transition its “cutesy” tone of voice to a more direct yet friendly one. To maintain consistency, I created an internal style guide that I presented to several teams within the organization.

Challenges abound. The was disparate across all the channels, and everyone had different perspectives. My job was to strike a balance and keep the focus consumer-centered. So, with lots of hard work, we stripped down the existing text—the result: clean, simple copy at a high-school reading level.

I worked cross-functionally with Brand, Creative, Science Communications, Legal, Regulatory, CX, Email, Digital, and UX to align on copy standards for web, paid media, social, and email channels.

I was responsible for incorporating a warm, human tone to voice to complex copy for Sustainability and DEI campaigns.

Most of my work at DECIEM involved writing weekly newsletter copy for 1,500,000 subscribers and 2,600,000 followers on Instagram and TikTok. I wrote newsletters for five brands under the DECIEM umbrella when I started. Eventually, the company’s stakeholders decided to sunset three brands and focus on its superstars, The Ordinary and NIOD. Both lines had two tones of voice; the former was geared towards Gen-Z, while the latter was a mature luxury offering. 

I worked on two special UX projects. To learn more about them, click here.