COPYWRITING CASE STUDY - OLVERUM
Tone of Voice / Copy Editing / Monthly Articles
Olverum was a fantastic brand to work with. Authentic heritage that many wellbeing brands would be enviable of; a no compromise attitude to quality of formulation that rested on these foundations that shaped a brand epitomised by mindful luxury, powered by nature and finessed by science.
The owner is a deeply creative man with a desire to respect legacy he has taken on while imprinting his own extensive experience and intense passion for the industry that stems from childhood. His own lyrical style of communication, was essential to capture in the essence of styling. Passion, experience and commitment like this is the dream for a writer like me.
Marrying the foundations of the brand to the botanical innovations that they work with in the modern wellbeing space, was imperative to capture in the bi-monthly articles I worked with them on.
We positioned the brand as an expert in wellbeing; from lifestyle advice on navigating hormonal change, gut-friendly diet suggestions, spa-inspired rituals, ingredient detail and beyond. Our intention was empowerment for the consumer; through the simplification of very technical information, the sharing of their sustainability credentials and their ingredient stories. In a conversational, yet knowledgeable style I assured the impact of information, inclusive tone and luxurious persona with a comfortable ease of consumption for the reader.
I also worked with them on brand partnership articles and “in conversation” pieces with experts and inspirational individuals; some of whom have gone on to become clients themselves.
I also edited brand literature including international launch brand decks and training manuals; to a more cohesive, commercial, compelling tone and structure.
Working with Olverum, I became an extension of their team - immersed in the brand in a collaborative way that I believe was underpinned by my product knowledge through my experience in development that gave me an instinctual understanding of what the key messages were to capture.
Kinds words from happy clients
What Olverum had to say:
“We, at Olverum, curate a blog space called Wellbeing hub, where we delve into the intricate realms of beauty, health and mental wellbeing. Our content is deeply rooted in scientific facts sourced from official stats and PubMed. Finding a writer who could seamlessly blend the complexities of science with the simplicity our audience craves was crucial for us.
Felicity proved to be the perfect fit. Her extensive knowledge of ingredients, products, menopause, environment, consumer behaviour and lifestyle coupled with a keen understanding of our brand ethos and tone, set her apart. She skilfully transformed intricate scientific details into articles that resonated with our readers. Her ability to capture the essence of our brand without losing the essential scientific nuances was commendable.
We appreciated Felicity’s patience and professionalism. Despite our meticulous nature and occasional omissions in the brief, she adapted swiftly, making numerous revisions until the content aligned perfectly with our vision. Her responsiveness and dedication made the collaboration seamless.
For anyone seeking a writer who can effortlessly translate scientific intricacies into engaging content while maintaining the essence of your brand, Felicity is the person you need to speak to. Her creativity, professionalism, and adaptability make her an invaluable asset to any project.”