Industry: Bio-design & Digital Fashion,

Medium: Full website rewrite.

Tone of Voice: Clear. Easily understood. Air of expertise & authority.

Target audience: Industry-leading global corporations, established fashion designers, bio-design students and educational institutions, event organisers.

 

The Challenge: Jessica is dynamic, London-based leader in bio-digital design, an emerging industry at the intersection of fashion, nature and technology. With a renewed focus on exploring the impacts of carbon, Jessica wanted to double-down on positioning herself as an authority figure in the industry, by taking her website from ‘student portfolio’ to ‘legitimate business’ with a range of distinct services. This meant we needed a crystal clear homepage, alongside a new sales page promoting her services to multiple different audience types. She also needed an expert to go over the existing site copy with a fine tooth comb to ensure it was consistent and would spark curiosity and convert.

 

The Solution: I honed in on establishing a crystal-clear statement that captured; who Jessica is – what she does – and who she does it for. Alongside adding social proof, credibility boosters and clear Calls to Action throughout the site, the aim was to prompt site visitors to self-identify as the client for her, based on shared values and aligned business goals.

 

I elevated the tone of voice to establish Jessica as an industry-leading professional, whilst still being accessible and showing her personality.

 

I shifted the focus of Jessica’s services page to be entirely client-centric, speaking to the problems she solves for distinct visitors (ranging from global corporations and educational institutions, to students and event organisers) and, ultimately, building enough trust that they get in contact.