Across the website, product pages, and marketing touchpoints, I worked to make every line feel good to read. Headers like “Giving looks good on you” and product titles and descriptions that blend comfort with conscience mean shoppers don’t just browse, they feel seen.

The copy balances style with substance, showing that shopping with Kindness & Co isn’t about sacrifice, it’s about joy, generosity, and belonging.

Because the voice needed to live everywhere, I worked hand-in-hand with Ben and Chris at Shopify agency We Take Flight and Rebecca and Cathy at What's Your Story? marketing. Together we created copy on landing pages, CTAs, and social captions to make sure it had the same playful energy across all channels.

This made sure the voice wasn’t just theoretical; it was lived, tested, and ready to rally a movement.

Kindness & Co’s promise rests on trust: every purchase supports a charity of the customer’s choice. I liaised directly with the charities to make sure every landing page, message, and description was approved and respectful.

This meant charities felt represented, shoppers felt confident, and the whole ecosystem shared in the same spirit of openness and generosity.

Finally, I created a brand voice strategy document that bottled the energy we’d built together: rebelliously kind, playfully uplifting, and genuinely inclusive.

From homepage straplines to Instagram captions, the strategy PDF makes it easy for anyone to write like Kindness & Co. It’s an overview designed not just for now, but to grow into guidelines that reflect the movement.