A former colleague asked for help with the company’s voice and creating deliverables focused on conversion. I have a personal passion for fitness and exercise, so I jumped at the opportunity to pitch in.

I worked closely with the execs and design leaders to elevate the voice and make the site more conversion focused.
The original language was an amalgam of value props. Based on research insights, we learned that a machine like Hydrow is an inspirational purchase. Given it’s price point, the audience was looking for a high-end experience, so they needed a mix of clever and practical messaging.