I created the brand strategy, verbal identity, tone of voice guidelines, style guide, app and website copy, and digital marketing for the Lace light wallet platform.
Client
Input Output
Year
2021 - 2023
Services
Brand strategy
Branding
UX writing
Copywriting
Role
Brand strategist
Copywriter
UX writer
Brand guidelines
Lace is the first light wallet platform developed and built by Input Output for the Cardano blockchain – and beyond. Designed to make Web3 accessible to everyone, Lace features an intuitive design, conversational tone of voice and a wealth of resources for all Web3 users, from newbies to seasoned pros.
As the sole copywriter at Input Output, I was tasked with creating everything copy-related for Lace. This involved devising and running several naming ideation workshops, and crafting shortlist naming propositions before then moving into writing brand strategy pieces, such as the mission, vision and values. I then worked closely with the lead brand designer to create the brand identity for Lace, writing the personality traits, tone of voice guidelines and style guide.
Once the brand identity was in place, we moved into creating the website. Working closely with product marketers and designers, we created a website to serve as a marketing page – to promote the wallet’s main features and benefits and drive downloads – and as a product resource repository, providing users with resources like glossaries, educational videos and FAQs, as well as a blog with the latest news and updates.
Website
App
Brand marketing and communications
From the run up to its soft launch, the beta phase and the full launch and beyond, I worked closely with the product marketing team to craft all produce all user-facing content for Lace: from release notes, to email campaigns, to all social media content, including regular product updates, videos and campaigns.
