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 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.