philips avent UGROW
 

A mother and childcare brand that helps get babies off to a healthy start

PROJECT SUMMARY

uGrow is a healthy baby development app for first time mums. I developed the tone and voice of the app, and all in-app content—from blog-style articles to UI copy. Later, I helped launch the app by creating copy for marketing campaigns.

SERVICES

  • Tone of voice

  • Articles

  • UX writing

  • App store copy

  • Email campaigns

  • Taglines

  • Localisation toolkits

how i helped

create and launch the first medical baby development app

DEFINE YOUR PURPOSE

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New mums are never short of advice. So to kick off this project I worked with Philips Avent to define how their expertise could help first-time mums and what they as a business would like to talk about. 

CREATE A TONE OF VOICE

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Philips Avent isn't short on knowledge about healthy baby development. The catch is a lot of this knowledge exists in clinical-sounding documents. To make sure uGrow sounds like someone you'd like to hang out with, I developed the tone of voice for the app, and defined the types of content we would offer new mums. 

WRITE IT, BABY

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Working with a design team and experts in Mother & Childcare, I created and edited all in-app copy--from blog style articles to user interface copy. 

BUT DOES IT MAKE SENSE

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The experience of being a mum varies with the individual. It can also change depending on where you live in the world. To make sure uGrow resonates with mums around the world, I created toolkits for local copywriters and marketing teams to localise the content and maintain the tone of voice.

TALK ABOUT IT

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When you've got a great product, you also want to talk about it in the right way. I worked alongside the Philips Avent global marketing team to develop campaign messaging and A/B test taglines that could be used in the launch marketing campaign.