philips avent UGROW
A mother and childcare brand that helps get babies off to a healthy start
uGrow is a healthy baby development app for first time mums. I developed the tone and voice of the app, and all in-app content—from blog-style articles to UI copy. Later, I helped launch the app by creating copy for marketing campaigns.
Tone of voice
User interface copy
App store copy
how i helped
create and launch the first medical baby development app
DEFINE YOUR PURPOSE
New mums are never short of advice. So to kick off this project I worked with Philips Avent to define how their expertise could help first-time mums and what they as a business would like to talk about.
CREATE A TONE OF VOICE
Philips Avent isn't short on knowledge about healthy baby development. The catch is a lot of this knowledge exists in clinical-sounding documents. To make sure uGrow sounds like someone you'd like to hang out with, I developed the tone of voice for the app, and defined the types of content we would offer new mums.
WRITE IT, BABY
Working with a design team and experts in Mother & Childcare, I created and edited all in-app copy--from blog style articles to user interface copy.
BUT DOES IT MAKE SENSE
The experience of being a mum varies with the individual. It can also change depending on where you live in the world. To make sure uGrow resonates with mums around the world, I created toolkits for local copywriters and marketing teams to localise the content and maintain the tone of voice.
TALK ABOUT IT
When you've got a great product, you also want to talk about it in the right way. I worked alongside the Philips Avent global marketing team to develop campaign messaging and A/B test taglines that could be used in the launch marketing campaign.