In early 2021, founder Lisa Furuland Kotsianis expressed the desire for DockATot to transition to a more reserved brand voice. Voice guidelines included neutral rather than informal language, CTA and product reference rules, and still wanted to stir emotion. Copy also followed stringent legal guidelines related to child safety.
This creative direction contrasted with the highest performing content for their 845K+ Instagram audience: pithy text posts shared by doting mothers, raw birth and maternity photography, and elegant—but attainable— lifestyles.
Alongside other responsibilities, I produced the copy during this shift under the umbrella of a social marketing agency, Pink Sand Social.
CHALLENGES
& RESPONSIBILITIES
Shift the grid content subtly to retain existing followers who wanted raw vulnerability without significant dropoff.
Draft copy that embodies new direction, developing vocabulary rules and patterns to transition text gradually with short-term and long-term shifts.
Quickly source imagery from high fashion and surrealist creative direction.
Align with strongly expressed client preferences and voice specifics, presented over multiple layers of stakeholder approval.
Like mother, like daughter. The connection of Mariacarla Boscono with her daughter Marialucas Dalla Patti displays a cherished relationship in which a child’s play and the playful style of her mother overlap in complementary whimsy. Feature from 'All About My Mother' by Venetia Scott for British Vogue, February 2020.
PILLAR | HIGH FASHION INSPIRATION
A mother may see the camera, the outside world, the events and concerns she must prepare her child for. Her mind is on everything she must consider in preparing her little one to embark upon their life.
The child just sees the mother.⠀
PILLAR | EMOTIONAL MOTHERHOOD
COPY EXAMPLES
'Strawberry Thief' is one of William Morris' most beloved patterns, inspired by mischievous birds pilfering fruit from the kitchens of Kelmscott Manor, his estate in Oxfordshire. The thrushes perhaps stole his strawberries, but this little one has stolen our attention in her Deluxe+ Dock.⠀Visit the link in our bio to shop the dock.
PILLAR | PRODUCT IMAGERY