Note Paper Co.

The website mainly consisted of reproduced content from multiple stationery brands. Articles are optimised for SEO rather than for human readers. Reliance on AI writing dilutes the brand messages. 

Redefining 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.

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 and planned for a social media campaigned with platform-native content. This comes with monetisation system with digital assets, an online community and affiliate marketing. 

I worked with the client to refine the brand identity, paving the way for a social media campaign with platform-native content and a monetisation system.