A story of a branding a brand for brands
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”.
Job
Frontify
Year
01/01/000
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 social media channels for a time as their Social Media Manager, supporting the release of many product launches and ensuring a regular flow of content.
We embarked on a journey
One of many stand out 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 supported the company in designing 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.
Another of my favourite moments 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.
“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, (Formerly) Brand Manager, Frontify
And in the end, we found ourselves somewhere better
To me, Frontify’s software is all about empowering others to do what they do best through the right tools and software. Beyond all the exciting work we did together, I took away from my time here an increased desire to keep empowering others, and the lesson of the power of the right tool or piece 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