PROJECT SCOPE: 
Tone of Voice + Website Copywriting

Client: Love Sophie Floral

THE BRIEF: Soph came to me mid-rebrand to develop a distinctive brand voice and website copy that speaks to ready-to-invest clients who value colour-drenched, personalised blooms.

But when you want to differentiate yourself in Melbourne's saturated wedding floristry market, where everyone is playing it elegantly safe, the right words and messaging really do matter.

I developed a warm, playful tone of voice balanced with creative authority. The expressive, genuine style perfectly captures how Sophie naturally connects with clients.

Next, I reviewed competitor websites to build a reverse messaging hierarchy, flagging every overused word and generic phrase, then mapping Sophie's alternative for each.

I defined her core promise, messaging pillars, and client persona adaptations, so she can flex her voice depending on who she's talking to while staying unmistakably Sophie.

Finally, I layered in voice of customer research to capture the emotionally resonant language couples actually use to describe the experience of working with her.