Holly Yashi - Verbal identity and catalogue copy
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The team at Holly Yashi are just about the loveliest people you’re ever likely to meet. They approached me looking for a fashion copywriter to deliver a fresh tone of voice for the business in line with their radical new brand strategy. They wanted to step away from their more poetic, elevated tone of voice to find something fun, friendly, confident and creative — just like their customers.
The thing is, this brand was built on catalogue success. But to stay relevant, they needed to start talking to a younger customer.
We started by talking. In a two-hour workshop we audited current copy, reviewed competitors and got really focused on who Holly Yashi is as a brand. We explored the customer experience. From the workshop tours in Arcata, California to the next-level customer service received by customers worldwide. It was clear to me that this is a brand who really care.
Next, I delivered seven different brand story ideas, each in a slightly different tone of voice. We honed in on what was working and chucked out what wasn’t. An original and well-defined brand personality emerged.
Once we’d established our brand persona, the next task was to write guidelines that would allow the whole team to express themselves consistently and clearly.
The comprehensive yet user friendly tone of voice guide I delivered helps the team express this brand personality in their writing. It covers everything from the words they use, the grammatical structures they prefer and the feeling or mood their writing evokes.
They also have a swipe file of 5-star copy to inspire them whenever they need a boost.
The brand has since gone on to win two Instyle awards, be worn by Debbie Gibson on Entertainment Tonight and celebrate their 40th anniversary.
The team have been in touch for regular copy injections. In autumn 2021, they asked me back to write their Christmas catalogue and web copy. Then we wrote their Mother’s Day catalogue. And in summer 2022 we collaborated again on an exclusive release of vintage styles from the brand. The range was 75% sold out within just a few days of launch.
If you liked this, check out my work for an ethical fashion marketplace.
Or, read about the tone of voice I developed for a zero-waste deodorant brand.