Website Content → Lemon Health

I was responsible for creating a voice and brand identity for Lemon Health, a not-yet-launched DTC healthcare company in New York City. Here's how I went about it to make something that would resonate with a huge range of people, while still feeling specific and current.

Challenges:

The demographic of the company is huge -> The founder really wanted to convey that this brand is for everyone. Unlike a lot of existing healthcare brands, the language had to show that this isn't just for women, children, men, young people, etc.

Lots of information -> I had to decide what was really important to emphasize, and where it should appear on the website. Everything is important, especially when it's not something people are used to navigating. I figured out what to place where in order to get peoples' attention, hold it, and comfortably navigate them around the site to learn as much as possible.

So many services -> The last thing we want is for a new brand to come off as too good to be true. I broke down the services in a way that was conversational, as well as acknowledging the rarity of such offerings.

Content that's usable across digital and brick-and-mortar -> Since this is for everyone, the voice couldn't be too skewed for millennials or turn them off. I also came up with taglines and company slogans that would work in doctors' offices, on social, on the website, and more.

Website was home base -> This is where everything else would draw from. The website content had to allow for social, brick-and-mortar, potential physical product branding, and anything else the company wanted to do to feel natural.

Here's how I went about it:

1. After speaking with the founder and getting logistical details of what the company offers, pricing, and demographic, I set to work breaking down the content into digestible pages that flowed and made sense for the user.

The founder gave me a few brands to draw inspiration from as far as voice and tone, like Hims/Hers, Tend Dental, and Tia

The founder initially asked for eight web pages, which we altered over the course of the year.

I brainstormed, came up with slogans to establish who we were speaking to and make sure we were covering our bases. I drew inspiration from non-healthcare brands as well, in order to be sure this would stand out.

2. Broke down the web pages. I first took a look at everything I'd written and selected what was necessary to a) understand what the company is about and b) make the customer curious. This led me to moving paragraphs of text around until it was super clear and concise, and the user experience would be better. From here, I could decide what information would be on which page and why, and then order the pages.

3. Check for redundancy. I wanted to make sure that nothing was too hit-you-over-the-head-with-the-same-thing, but also, as a new brand, it's useful to say the same thing a few different ways so it sticks for people. And, people aren't going to read everything or click on every page.

4. Revisions - I fine tuned everything I'd written and started to incorporate slogans and shorter paragraphs that could fit on any page from a design perspective.

5. Decided on final order, header, footer, and links. I worked with the designer and took him through the master content document, showing him what should be most prominent, where titles were, what we'd like to appear and disappear, rotating lines of copy or animations, etc.

6. Finished!

Wrote all content appearing on www.lemonhealth.co

Developed voice for brand consistent across social, decks, proposals, partnerships, communications with investors

Named membership plans

Worked directly with company founder

Directed and supervised web designer and social manager in order to have the site style reflect the voice of brand established with the content