I've been copywriting for pioneering B Corp Vivobarefoot for over three years, leading on a variety of campaigns.

The company was already producing groundbreaking barefootwear, advocating for regenerative business practices, and juggling a blitz of bold experiments when I joined. But the communication of all this work wasn't what it might have been.

This has radically changed over the past three years, thanks in no small part to our transformed Brand Guidelines. In collaboration with the wider Creative team, I supported this project from a copy perspective by shaping:

- The principles underpinning our voice and tone.
- How this varies with product category and audience segment.
- Our guide to language and writing mechanics.