// THEFORK//
APP STORE OPTIMISATION
The new brand reveal was an exciting opportunity to redefine, revamp and refresh the entire brand tone of voice, embracing the rich tapestry of food language and vivid expressions to bring the copy to life. The ASO assets provide a glimpse into what TheFork sounds like going forward, and how our copy has become a distinctive brand asset from here on out.
PRODUCT
A new brand deserves a new product look and feel. Welcome to TheFork Guide! Designed to make it easier for diners to find something delicious on the app, especially when they don’t know what they’re in the mood for. This was a collaborative effort with the product designers to come up with a way to make finding where to eat straight-forward and streamlined, without overwhelming potential diners with too much choice.
TheFork app also received a welcomed update to reflect the new direction of the brand, with a stronger focus on personalised recommendations and content tailored for every user. The new look is sleek, intuitive and easy to use, putting the user experience at the forefront of our product.
SOCIAL MEDIA
To announce the launch of our new brand, I was tasked with creating social media posts that capture our new playful and fun tone of voice. Filled with puns, play on words and plosive sounds, the TOV is as fresh and exciting as the dishes diners can find on TheFork.
PAID ACQUISITION
We run regular marketing campaigns throughout the year, based on seasonality or specials. It’s an opportunity to acquire new users, create awareness and encourage TheFork diners to book for the first time or again. Below are examples from campaigns we’ve run throughout the year, showcasing the distinctive brand tone of voice.
// DEEZER //
APP STORE OPTIMISATION
ASO is an important part of Deezer’s identity. For many users, it’s their first introduction to the app, and serves as a vital entry point to the Deezer experience. copy is crafted with a focus on SEO while abiding by the ASO rules.
ACQUISITION
I work on regular acquisition campaigns, creating copy that is functional and benefit-based, detailing the offer and what Deezer is as a product.
CRM
I am responsible for all CRM communication from Deezer, including in-app, private messenger communication and email messaging. The main goal of each type of message is to create copy that is dynamic, clear and engaging to the user.
LANDING PAGES
Existing landing pages need to be regularly updated, and we’re constantly creating new ones from scratch. These were created alongside product, design and many other stakeholders. I aligned with SEO best practices, UX writing and our translation guidelines in order to ensure the pages are concise, easy to navigate and provide the user with all the information they’re looking for. Please click on the links below to see my copy in action.
Working closely with design, product, content ops, CMS and translation teams, below are some of the UX in-app experiences and product modules I’ve created for global campaigns and for the launch of new features, experiences, albums and playlists.
