Wake The Voice

Transformative Vocal Coaching

At A Glance

Services

Content audit
Industry and competitor research
Website copywriting and editing
Created content style guide
Photography
Brand Development

Timeline

July 2023

Wake the Voice is an innovative service founded by a certified Speech-Language Pathology Assistant (SLPA) and Registered Behavior Technician turned performer. Her services seamlessly integrate vocal therapy techniques, singing, improvisation, and movement to empower individuals in enhancing their voice for singing, speaking, and building self-confidence. The client identified a communication gap between her inspiring vision and the comprehension of website visitors. Seeking a solution to bridge this divide, the client engaged my expertise in content design and UX writing to refine and articulate the brand's message effectively.

The Solution

I conducted a thorough content audit, user interviews, and competitor research, in order to create website content tailored to user needs that also had a compelling narrative. I proposed an enhanced website design to improve navigation and address accessibility issues, and created guidelines for future content.

The final results comprised a brand style guide, refined website copy, narrative photography, and recommendations for an optimized design.

Wake The Voice Website concept

Brand mission and voice mismatch

Understanding the client

The first step of the process was an interview with the the client to understand not only her business goals, but her “why”. “Why did you start this business?” “What change does WTV aspire to make in the world?”

We brainstormed keywords that embody the vision and mission of the brand.

After conducting usability tests and a thorough content audit, I discovered that the client’s vision was not well-articulated throughout the website. Furthermore, usability testers pointed out accessibility issues and confusion about what exactly the services were that are provided.

Client brainstorming session notes

Challenges with the former shopping experience

The old website had an online shop that was difficult to navigate due to an infinitely scrolling shop and lack of filters. It also gave users the impression that the jewelry was inexpensive and produced in large quantities. Not only was the art of the jewelry getting lost in washed-out, small photos, customers felt frustrated with the shopping process and were quick to abandon their searches.

Watch as a user navigates the old shop.

Website Before

Usability test quotes

“I feel overwhelmed.”

“The hover feature over the product is hard to use and then I forget what I’m looking at.”

“It would be useful to know how to choose a Mala or have that info more readily available.”

“I wish you could filter these products. It’s hard to find anything I want.”

“The product images are low-quality and unappealing.”

“The shopping experience is too much work.”

The plan

More than just words

Just as each piece of jewelry demands careful consideration, every word on the page had to be crafted with purpose. My goal was to weave a narrative across the website—one that not only explained the essence of DarcMoon but also showcased the brand's unique selling points.

Visual Storytelling

We knew we had to create a feast for the eyes in order to showcase the beauty and art of the jewelry. The number one comment from the usability testers was that the images were low quality, and unappealing, and this clearly did not reflect the quality of DarcMoon’s work.

With my background in photography, we were able to capture the jewelry in a more flattering light and also showcase the Malas being used for meditation. I worked with Lynnea to develop a more dynamic product photography style to move away from the stark and over-exposed photos from before. Finally, we took some beautiful portraits of the artist herself, to convey the passionate, loving, and adventurous spirit behind the brand.

Product Photography

Before:

After:

Editorial Photography

Words at work

eye-catching landing page

We created the tagline “Jewelry for the intention seeker” to describe the DarcMoon shop and introduce the website’s visitors to the brand.
Featured product

The spotlight template can be used to drive users to a particular product the artist wishes to promote.
supportive information

DarcMoon aims to support the customer in their shopping journey. Whether they are familiar with Malas or not, the new site provides just enough information to help them find the piece that speaks to them.
Engaging content

With new eye-catching product photography, the jewelry is now the star of the show. Photo animations and scrolls get the user interacting with the site.
From the artist

At times, Lynnea speaks directly to her community, creating a connection between her and them and adding a personal touch to her website.
value forward descriptions

The new product templates showcases the benefits of the gemstones in each piece, and also invites the wearer to try an intention.
brand story

The new about page captures the warm and friendly essence of the artist. We wanted to make sure to tell the story of the brand, and bring the user along for the journey.

Defining the Brand’s style

To truly elevate a brand, a deep understanding of its core values and mission is paramount. While Lynnea's vision inherently embodied these principles, they hadn't been explicitly articulated.

Along with the fresh visual and communication styles introduced for DarcMoon, the Brand Style Guide outlines the brand's narrative and values. This initiative establishes a strong foundation for the ongoing growth of the artist’s brand.

Included in the guidelines are the product templates I designed with the objective of maintaining consistency and leaving a lasting impression on customers to boost sales. Plus, it streamlined the process, allowing the artist to create new products with ease.

How we worked together to bring the brand vision to life

Collaboration: From the very beginning, I considered Lynnea a partner in the process of creation. We started by asking questions; “how did you start DarcMoon”, “what do you excel at?”, “where do you see the brand in two years?” Lynnea’s vision is strong and defined in her own head, but she needed help articulating that vision to her audience.

Process: With our short time frame, prioritization and time management were essential in the design process to bring the new website to fruition before the holiday season. We had weekly check-ins and occasional in-depth meetings to discuss major findings and deliverables.

Workflow: Once we had product templates made, Lynnea was able to plug in the necessary facts while still having the ability to add her creative touch. Now she can efficiently create new products for her store and maintain a consistent style with ease.