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Full Cheeks

Co-leading content strategy for a new small pet brand

I partnered with our brand team and an outside design agency to build a brand that offered everything needed to care for rabbits, guinea pigs, hamsters and other small pets.

Full Cheeks paper bedding packaging front
Full Cheeks paper bedding packaging back

Process

  • Co-wrote 4 brand concepts using customer research alongside the brand team

  • Utilized the customer test results to co-develop a brand story with the design agency​

  • Honed a significant number of brand names down to a handful – sent to customer testing

  • Suggested and advocated for the “Full Cheeks” brand name

  • Provided ideas for how the agency could interweave text and design to engage and educate customers

  • Helped divide editing tasks amongst a 5-writer copy team and collaborated with the design agency

  • Documented, maintained and disseminated an evolving content checklist to ensure consistency while proofing

  • Presented the overall communication strategy to the design team

  • Presented the habitat communication strategy to leadership

Full Cheeks apple slices packaging back
Full Cheeks apple slices packaging front
Full Cheeks timothy hay packaging front
Full Cheeks timothy hay packaging back

Results

  • ​​Submitted packaging for over 200 products and associated materials in 3 months

Let's chat 📧

Drop a line with questions or to collaborate. Or feel free to email me at JoelleLSmith@gmail.com.

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