-GeT: Feminine personages
-Who: Enjoy sustainable fashion and jewelry
-To: Purchase sustainable, up-cycled, and dead-stock pieces from pop-ups and the e-store
-By: Curating a brand voice that sings sustainability and gives back to communities who need it
The plan:
Write social media content, product descriptions, and blogs that detail how Blue Urbane strays away from fast fashion practices and focuses on sustainable creation of products.
Their focus is on re-purposing dead-stock materials, partnering with artisans, and small businesses, and donating a portion of proceeds to organizations like the “Honnold Foundation” who build solar energy infrastructure for communities in need.
In writing this copy, there is a lot of “Patagonia” Inspiration that helps customers to feel at peace with themselves and know that they are supporting a business that contributes to the good of our environment.
ROle: Social Media Manager, Caption writer
Industry: Clothing and Jewelery
Industry: Sustainable Fashion & Jewelry
-Target Audience: Feminine individuals who value sustainable fashion and jewelry
-Unique Value: Thoughtfully curated, upcycled, and dead-stock pieces that support artisans and communities through donations to causes like the Honnold Foundation.
-Tone of Voice
Core Tone: Calm, conscious, and inspirational
Do’s:
Highlight sustainability and ethical practices.
Focus on transparency, community support, and artisanal craftsmanship.
Make customers feel that their purchases align with their values.
Example:
"Each Blue Urbane piece tells a story of sustainability and positive impact—crafted with upcycled materials and supporting communities in need."
-Typography
Headings: Playfair Display, elegant and bold
Body Text: Open Sans, clean and readable
Hierarchy: Clear distinction between headings and body text for easy reading and a calm presentation.
-Imagery Style
Photography:
Natural, minimalist with earthy tones, yellows, browns, and blues.
Focus on the craftsmanship, sustainability, and uniqueness of each product.
Show artisans on the website.
-Social Media Guidelines
Tone: Inspirational and peaceful, celebrating slow fashion and sustainability
Platforms: Instagram, Pinterest, Facebook
Hashtags: #SustainableFashion #UpcycledStyle #FashionWithPurpose
Content:
Highlight unique product stories, eco-friendly materials, and community impact.
-Product Descriptions
Structure:
Focus on upcycled materials, craftsmanship, and community support.
Include a story behind the product and its positive environmental impact.
Example:
"This timeless dress, handcrafted from dead-stock linen, is as gentle on the planet as it is on your skin. A portion of your purchase helps bring solar energy to underserved communities."
-Call to Action (CTA) Guidelines
Tone: Calm, encouraging, and purpose-driven
Examples:
“Shop Sustainably Today”
“Support Ethical Fashion”