FOLX: BUILDING A BRAND FROM SCRATCH
I was the first writer to join the team full-time at FOLX Health in the summer of 2021. When I joined, I inherited a brand that didn’t know how to put words to who it was or why it existed. As the Senior Copywriter, I created the entire linguistic ecosystem and brand identity for the LGBTQ+ telehealth company known for its cutting-edge marketing and industry-smashing campaigns.
I was the social voice of the FOLX Instagram from 2021-2023. I wrote content including but not limited to social assets, captions, partnership content, and video scripts. I was responsible for managing brand responses to community feedback, socio-cultural moments, and other instances in which FOLX had to state its values in the conversation. Through my community-based research and development, I built out the cultural touch points for the brand and developed its unique social voice. I created some of the top-performing social posts responsible for driving engagement including informational graphics, horoscopes, political quotes, video content, and memes that were shared over 10,000 times.
BRAND VOICE BIBLE
I built the brand voice bible for FOLX, including style and tone guidelines for all communication channels: B2B, social, clinical, editorial, email, product, UX, paid, and member-support. This included doing a full audit of the previous website and building out distinct communication pillars and writing styles for each area of content. I also created a fifty page style guide and brand taxonomy to govern all realms of written content to ensure consistency and cohesiveness throughout the brand voice. I also wrote the whitepaper materials and educational resources for FOLX Health Enterprise our B2B offering (examples available upon request).
THE LIBRARY
It was my job to improve and own the editorial excellence of The Library, the in-house blog at FOLX. I built the concept and argued the case for a relaunch of the Library split into new, easy-to-navigate content verticals such as “Love & Sex,” “Body,” and “Community.” I implemented a twice weekly publishing cadence, SEO practices, processes to identify content gaps through data analysis, and collaborative workflows between the clinical, product, and editorial teams. I ran the CMS, managed relationships with all external writers and visual artists, and oversaw the concepting of creative briefs for contributers’ work. I also copyedited every article before publication and wrote dozens of articles, three of which were in the top ten performing pages, responsible for bringing in 25% of overall traffic to the site.
