Nordic Workshop
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I worked with the team at Local Folk to create web copy that achieved a number of goals.
Firstly, it needed to speak to both artisans and potential customers, both of whom would be visiting the site with different results in mind.
Secondly, it needed to tell a story. Local Folk’s whole ethos is enabling customers to buy products made by real people with a real story behind them. So it made absolute sense that the copy had to have a personal and inspiring story with a truly personal touch. Mette, the founder of Local Folk, was happy to share hers.
Finally, the language needed to be straightforward enough to survive translation but interesting and creative enough to reflect the ethos of the brand and the personalities it represents.
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When developing copy targeting different audiences, we focused heavily on the benefits. For the customers, buying authentic, handmade products they wouldn’t find elsewhere without the hassle and inconvenience of visiting a million markets. We also played heavily on the sustainability aspect, as research showed this was something that mattered to our target audience.
For the artisans, we sold the idea of free marketing leaving them the time and headspace to focus on what they do best: creating. Mette knew from her mother’s experience that running a website or promoting your collection can take an artist away from their creative sweet spot. Local Folk hoped to solve that problem and we put that across in the copy.
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The final copy embodies the brand perfectly: slow, considered, thoughtful with a touch of creativity.
