What a confusing title! Did she make a mistake? Had she gone mad? No. It is really that meta. For over two and a half years, I worked for the brand Frontify, nestled between the mountains of Eastern Switzerland. During my time there, I covered an array of project types, from blog articles and website copy to technical product content and organic social media campaigns. Here's a snapshot of my work from the world of “brand-as-a-service”.
A story of branding a brand for brands
Job
Frontify
Year
January 2021 — April 2023
Once upon a brand
Frontify is a brand-building platform that combines user-friendly Digital Asset Management software with brand guidelines. So yes, I was branding a brand for brands.
My time at Frontify was packed. As a content manager, I crafted their website copy during a rebrand, created product whitepapers, implemented a writing enablement software, developed multiple “hub and spoke” blog collections to boost Frontify’s search rankings (in collaboration with the team and some fantastic freelancers), wrote content for landing pages, and more (this list is getting a bit long, don’t you think?).
I also managed their channels as their Social Media Manager, supporting the release of many product launches, transitioning its channels after a rebrand, and ensuring a regular flow of content.
“I was fortunate to work alongside Finola at Frontify, where she had an outsized impact on our company's content, social media, and brand advocacy. Finola is a highly empathetic, innovative, and talented person. She's also exceptionally versatile. She can oversee high-level content strategy as well as execute at the tactical level. Based on her experience and versatility, Finola would be a huge help for any company that's looking to create and distribute customer-centric content.”
Chris Hannon, Marketer
We embarked on a journey
From product whitepapers and brand voice implementation to landing pages and video scripts, we traversed many content realms and areas of the branding universe together.
Branding universe? Yes, really, that wasn’t a metaphor. One favourite moment was the launch of the new "brand universe", and guiding the copywriting of the new product page.
Together with a team of creatives and product experts, we turned the page about their software development kit into an engaging experience for a technical audience looking to build on top of the Frontify software to create custom brand hubs for their companies.
Another of many standout moments was a campaign for International Women’s Day. For this, I wanted to highlight the contribution of women to the branding industry, and crafted a piece called, “Women That Shaped the Way We Think About Brand”. I designed a social media campaign around the piece that placed women at the centre for the day, producing increased engagement and website traffic that lived on beyond the day of the event.
Whilst leading Frontify’s social media, I emphasised bright design and colours to transition away from the previous brand and give our channels a more consistent look and feel. This, combined with a social selling and employee engagement programme that I initiated, increased YoY engagement rates by about 80%.
“I’ve had the pleasure of working closely with Finola in the same team, and I can say she’s a very talented copywriter and content specialist. What sets Finola apart is not only her exceptional writing style, which often surprises and excites, but also her ability to truly listen — a rare and invaluable skill. She seamlessly balances stakeholders' ideas and needs while never losing sight of what truly matters: the target audience. Her fresh ideas bring clarity, creativity, and purpose to every project. On a personal level, Finola is simply a joy to work with. Her kindness and modesty create an interesting contrast to the boldness and brilliance of her work. I can really recommend working with Finola.”
Willem Haen, Brand Manager, Frontify
With the brand now more consistent, we focused on building engagement with existing Frontify fans, showcasing product features that we knew our audience would love.
But then it was time to focus on growth and expand our user base. In collaboration with product teams, designers, agencies, and partners, we leaned on the video format further and began to share the human stories behind the software through our podcast and user stories.
Part of the strategy at the time emphasised being in-the-know about branding. To this end, I crafted a LinkedIn newsletter giving monthly news on the talk of the branding industry, which reached 2000+ followers in under two weeks.
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