Item List

Website Copy: Home Page, About Page (3 sections)

Company: Kipepeo is an online slow-fashion brand based in Kenya that appeals to conscious fashion consumers by focusing on simple and sustainable fashion that employs and empowers local artisans.

Objective: Write the copy for this website launch to appeal to conscious consumers living in North America and Europe. The copy should evoke this brand's kind, lighthearted, and joyful nature.

Copy Strategy:

Home Page: I used the homepage headline to convey the brand's essence while targeting the audience straight away. On the homepage, I added CTAs throughout the page to guide readers to different parts of the website. All descriptions are tailored to the target audience’s desire to have unique pieces, have a story, and be ethical in its production.

Because the Kenyan coast inspires this brand, I stuck to a beach theme for the SHELA product description. For the target audience living in Europe or North America, they are likely shopping for summer or beachwear, so I wanted to highlight the benefit of the versatility of this dress while mentioning the features.

The About Page – This three-part section (Founder Story, About & Practices) was ideal for building authority and connecting with the target audience. I wrote this headline to capture the brand’s USP and target the audience's values so they feel enticed to continue reading. I explained why the founder felt compelled to start this brand so the audience could feel a greater connection to her mission of helping the local artisans, communities, and the economy. The CTA’s move the reader to the next part of this section. The responsible fashion page was an important addition that addresses the target audience’s problem of not knowing what measures the brands take to be ‘sustainable,’ ‘ethical’ or ‘slow’.

The NECF is a charitable society based in Kenya working on children's issues. This project was part of a re-branding of the website.

I re-wrote the homepage to make it immediately clear what the NECF works on and its mission and values and added stats to establish trust and authority.

The about page was expanded to include biographies that displayed the teams strengths.

Website Copy: Home Page, About Page - VAST made by Africa

Company: VAST made by Africa - A high-end fashion brand based in Kenya that uses conscious production practices & supports local artisans.

Objective: Establish trust and authority for this brand, clearly show prospects who VAST is and what VAST does.

Copy Strategy:
Home Page: I quickly conveyed to the audience in the header copy what VAST does and their USP in a way that tells the target audience what this brand can do for them. I added CTAs towards the top of the page and throughout the page to encourage prospects to stick around and visit other parts of the sites. I wrote copy for each product offering type, again conveying benefit to the audience interested in unique and conscious fashion.

About Page:I started the about page with a strong headline that captures the brand's vision. Here I wrote a high-level overview of what the organization does and captured the essence of the designs. ‘We aren’t about chasing trends,’ this line calls out and challenges fast fashion brands that are harmful to the environment. In the intro of the sisters, I built on their relatability with their collective vision for the organization and their values and method of work. The bios for the sisters highlight their unique experiences, skills, and why they’re best for the job. The CTA here is to lead readers to their practices page


Why Conscious: I recommended that this page be added to the about page to build extra authority and transparency for the prospects. So many brands use terms like sustainability and ethical without defining what that means, but the truly conscious shopper will want to know. I wrote to overcome objections by expanding on the mission, vision, and values of VAST and going deeper in-depth with its production method. The copy always keeps the target audience and their desires in mind.