FitFlop - Freelance copy lead. Product naming, ecommerce, emails, social, packaging

01 — Project details

Contracting for FitFlop as Copy Manager, I created all types of copy, from the uber-creative (chanelling FitFlop's distinctive tone of voice) to the fabulously functional. 

02 — Creative process

FitFlop doesn't sound like any other brand. Its completely unique tone of voice is a joy to work with.

FitFlop's brand isn't about being creative just for the sake of it. It's about helping busy women feel fabulous all day, whether they're running between meetings or squeezing in a dance around the kitchen.

As Copy Manager, I worked closely with the founder, CEO, brand and PR teams, graphic designers and legal team to make sure every piece of copy – from product names to packaging to social posts – was fun, functional and on-brand.

If I could find a way to add a quirky touch, I did. Because who says copy shouldn't put a smile on your face?