FOLX: BUILDING A BRAND FROM SCRATCH
I was the first writer to join the team full-time at FOLX Health in the summer of 2021. When I joined, I inherited a brand that didn’t know how to put words to who it was or why it existed. As the Senior Copywriter, I created the entire linguistic ecosystem and brand identity for the LGBTQ+ telehealth company known for its cutting-edge marketing and industry-smashing campaigns.
I was the social voice of the FOLX Instagram from 2021-2023. I wrote content including but not limited to social assets, captions, partnership content, and video scripts. I was responsible for managing brand responses to community feedback, socio-cultural moments, and other instances in which FOLX had to state its values in the conversation. Through my community-based research and development, I built out the cultural touch points for the brand and developed its unique social voice. I created some of the top-performing social posts responsible for driving engagement including informational graphics, horoscopes, political quotes, video content, and memes that were shared over 10,000 times.
BRAND VOICE BIBLE
I built the brand voice bible for FOLX, including style and tone guidelines for all communication channels: B2B, social, clinical, editorial, email, product, UX, paid, and member-support. This included doing a full audit of the previous website and building out distinct communication pillars and writing styles for each area of content. I also created a fifty page style guide and brand taxonomy to govern all realms of written content to ensure consistency and cohesiveness throughout the brand voice. I also wrote the whitepaper materials and educational resources for FOLX Health Enterprise our B2B offering (examples available upon request).
