FINDING THE WORDS FOR AN AWARD WINNING FITNESS BRAND…
HOW DO YOU TURN A MUCH-LOVED PDF-YOUTUBE COMBO INTO A CUTTING EDGE APP + WEBSITE?
Joe Wicks (AKA The BodyCoach) is known to millions thanks to his live P.E With Joe lockdown workouts. When Joe and digital studio ustwo were developing an app based on his 90 Day Plan PDF and YouTube videos, I hopped into the double-dutch jump rope with them, to take care of app and dot.com writing.
The evolving BodyCoach brand voice had to reflect the inclusivity, enthusiasm and heart people expect from Joe – as well as help users through the plan without missing a beat.
To pull that off I drew on three different writing crafts – journalism, UX writing and straight-up copywriting – to create a singular written experience. Journalism helped get to the heart of Joe’s philosophy and bake it into the brand voice. UX writing helped everyone stay customer-focused. And copywriting helped us articulate all the benefits in encouraging, inclusive, feel-good ways.
The app launched late 2020, smashed its app store category record and rates 4.8/5 from 26k App Store reviews. It also won Best App 2021 at the Design Week awards.