Note Paper Co.
[About]
A lifestyle newsletter about stationery brands and items
[My role]
Creating editorial content, shaping brand voice and marketing direction
[Challenges]
The website mainly consisted of reproduced content from different stationery brands. Articles are optimised for SEO, not for human readers. AI-sounding writing dilutes the meaning of the messages.
[Redirecting the brand message]
I focused on the story behind each brand to find what makes them unique. I researched the founder's journey, the company's revenue, business strategy and positioning.
Instead of product reviews, I made it about the people: career pivoting, building a creative business, analog living, a love letter to the city. Descriptive imagery. Narrative storytelling. This elevated the brand voice and messaging.
[Result]
From product reviews to an editorial-style, human-interest newsletter, with plans to grow into a lifestyle channel with a fully monetised content system.
[Year]
February 2026
[Scaling the marketing game]
I proposed a strategy for a cross-channel marketing system. This starts from helping the client define their 'why' and understanding the brand's audience.
Then, I defined a clear brand identity, planned for a social media campaigned with platform-native content, and a monetisation system with digital assets, an online community and affiliate marketing.