Creating Shine’s Brand and Voice
Inclusion and compassion. When our co-founders started Shine, those were two of the core tenants they envisioned for the brand and product.
My job: To make those tenants come through in all user-facing copy.
Working closely with our co-founders and branding consultants, I developed Shine’s first-ever brand and voice guidelines as well as codified our mission and value proposition.
This living document became a cross-functional compass, helping us create cohesion across all user touchpoints in the funnel.
User Testimonials
Role: Content Design and Lead UX Writer
Team: Co-Founders, Branding Consultant, Copywriting Consultant, Marketing Team, Product Team, Shine’s Chief Psychology Officer
Problem: Create a mission-driven well-being product that talked to users like a warm, compassionate friend
Solution: Develop a cross-functional living brand guide to ensure consistency with Shine’s voice across product, brand, and marketing initiatives
Tools used: Typeform, User Research, Brand Pyramid Model
Results: NPS of 87, 74% of users reported that Shine felt like talking to someone who understands them