Content Strategy & Brand Voice
At Fancy, I helped evolve a bold, cheeky consumer brand into a more polished B2B presence without losing its personality. I wrote and refined copy across key assets, including high-converting landing pages, App Store descriptions, and partner messaging.
To support long-term brand alignment, I crafted editorial guidelines that defined tone, voice, and messaging standards across platforms. I also developed a thought leadership content plan for Fancy’s executive team, designed to elevate their presence across blog and social channels.
Fancy.com Homepage
I led the content refinement for Fancy’s homepage, fine-tuning the brand voice to strike the right balance between fun, cheeky, and informative.
My focus was on sharpening product messaging: highlighting key features, benefits, and differentiators in a way that felt natural, engaging, and true to the Fancy brand. This involved rewriting copy for flow and clarity, optimizing headlines and CTAs for conversion, and ensuring a consistent, personality-packed tone across the entire page.
Fancy B2B Partnerships Page
For this B2B-focused landing page, I translated Fancy’s cheeky, playful brand voice into more polished, professional messaging that still retained its distinct personality.
I refined the tone to speak directly to potential partners, balancing wit with clarity to build trust and credibility. I also crafted targeted messaging for each partner type, highlighting specific selling points and partnership benefits in a clear, compelling way that aligned with business goals.
Fancy Editorial Guidelines
I created Fancy’s first editorial guidelines: a full brand voice and writing guide that gives the entire company a clear, consistent way to communicate. As an early-stage startup, Fancy needed a unified voice that could scale across teams, so I built a framework that defines how we sound and why that tone matters.
This involved developing our B2C and B2B voice principles, outlining grammar and style rules, clarifying naming conventions, and writing boilerplates for every audience. The guidelines now serve as the source of truth for anyone writing on behalf of Fancy.
Fancy Paid Ads: B2B Campaign Strategy
I led the strategy, messaging, and creative for Fancy’s B2B paid advertising, building our entire ads program from the ground up. This included brand awareness campaigns to introduce Fancy to new property management companies, targeting prospects that supported sales outreach, and retargeting sequences that re-engaged anyone who visited the site.
I developed the campaign structure and audiences, then wrote all ad copy to match Fancy’s clever, confident B2B voice. My focus was on making a complex product feel simple and valuable in seconds, while driving pipeline through smart targeting and clear messaging.
Fancy App Store Submission
I wrote and optimized the App Store copy for Fancy, crafting a compelling, on-brand app description designed to stand out in search and drive downloads.
This included backend keyword optimization for improved App Store SEO, as well as front-facing copy that clearly communicated the app’s value while keeping the brand’s playful tone. I also assisted in the creation of visual assets, collaborating on layouts and messaging for cohesion between copy and design.
