The Flower Pot Launch
Skills: Strategic Planning, Project Management, Brand Management, Digital Marketing, Internal and External Communications, Editing and Proofreading
Task
Rebecca Kershberg, founder and creative director at The Flower Pot, engaged my partner and me to prepare brand assets as she prepared to launch an e-commerce business dedicated to plant-based products and elevated accessories. Taking cues from the playful yet elevated vibe communicated in The Flower Pot's exquisite visual brand guidelines (produced by Public Marking), we established web and social copy that became the building blocks of the brand's editorial voice.
Public Marking’s detailed brand guidelines helped us develop efficient and effective copy.
Action
To start, we familiarized ourselves with every product and used the brand guidelines to inform the voice and tone for the site copy. We interviewed Rebecca and noted the key terms and core values that set the brand apart. We researched the cannabis and CBD industry, analyzed the language and presentation used across other sites, noted relevant trends, and discussed the nuances of specific word choice in the budding sector, such as cannabidiol (CBD) versus cannabinol (CBN).
Result
After applying our process through two rounds of revision, we delivered efficient and effective taglines as well as coming soon and about copy for Rebecca to use on her website and across social media channels, meeting set brand strategy goals and word counts. We also developed a social media strategy that highlighted The Flower Pot’s products and events and its broader efforts to cultivate communities and shape progressive policy.
Rebecca launched a “coming soon” landing page with our copy that garnered hundreds of new email addresses for official launch.
Praise from Rebecca
“Your presentation of information is extremely easy to digest. I appreciate your attention to detail and thorough organization.”
“The tone is spot on, the voice is positive and sophisticated. I love the content additions you made, and you have offered so many smart and creative ways for TFP to share ideas, news, and products!”
Visit theflowerpot.la, offering premium plant-based products and exquisitely designed accessories to bring you balance and bliss, today!