A story of a voice and a website designed to move
Seela Studio removes synthetics from women’s workouts with sustainable, plant-based activewear. Discover how I developed its brand voice and copy for its e-commerce website and set this brand and its community in motion.
Client
Seela Studio
Challenge
Craft a brand voice for a new activewear brand that produces clothes from castor bean fibre rather than synthetics, helping to remove harmful toxins from women’s workouts.
Project Type
Brand Voice &
Website Flow and Copy
Approach & Methodologies
Semantics; Competitor Analysis
Once upon a brand
My client needed a new website. But I quickly realised that first Seela Studio needed to know its voice. Something that said we’re different than the rest… Something that felt like Seela.
“"I would just like you to know, Finola, that I'm very grateful for your work thus far. It is a true pleasure working with Finola. What she has delivered has a big impact on the future of our brand, and I can’t wait to see where this journey will take us in the coming years.”
Ida Skarp, CEO and Founder, Seela
Find out where our journey took us next, here, and here.
We embarked on a journey
We began the search for the Seela voice, looking into the audience’s wishes, wants, and dreamiest of dreams, and mulled over what made the Seela offerings unlike any other activewear brand.
In the search for the voice of Seela, we discovered three communicative pillars: stay conscious, inspire movement, and spread empowerment & community.
To inspire movement, active verbs and imperative statements like “move” and “breathe” began to emerge as a key aspect of the Seels voice. Meanwhile, the concept of “community” became the cushion to counter such imperatives –making them feel light and encouraging rather than forceful.
The words share the message that: When you purchase from Seela, you become part of a community of women, all of whom support each other along their journey to greater environmental consciousness and improved health.
And in the end, we found ourselves somewhere better
Once the voice had emerged, I crafted copy for the Seela website designed to move people to take action, for their health and the planet.
Seela means mountain and strength. This imagery is the backdrop that guided my writing for the website. It offered an imaginary landscape to place prospects and customers within, which hints towards the brand’s Swiss roots.
Explore some snapshots of the website below.
An example of Seela's brand voice coming to life, emphasising product features that Seela's audience cares about.
A snapshot of Seela's sustainability programme. Click the image to find out more about how the content was crafted for this, and how it ties into the copy and strategy for Seela's products.
An impression of one of many pieces of product copy designed with Seela's brand voice in mind. Click the image to learn more about the copy I developed for Seela's products.
An example of the Seela brand voice coming to life on its website.
An example of conversion-focused copy to encourage further action at the end of one of the website's pages.
An snapshot of the overview page developed for Seela's wellness community. Click the image to learn more about the story of this content.
The hero page of Seela's website, which featured a dynamic video showing a woman exercising, with lead text about moving and breathing freely.
An example of how we used social proof to encourage more sign-ups and purchases.
Another impression of one of many pieces of product copy designed with Seela's brand voice in mind. Click the image to learn more about the copy I developed for Seela's products.
An example of conversion-focused copy to drive email sign-ups, all while maintaining Seela's unique brand voice.
An example of conversion-focused copy encouraging engagement with community content. Click the image to learn more about the community content that I developed for Seela.
A short web "essay" that dives into the vision of Seela.