Mitera
Create a tone-of-voice for a modern maternity brand.
copywriting • content direction
The Challenge
My daughter was about two years old when Mitera brought me on to define their tone of voice and messaging direction. Mitera sells beautiful maternity clothes that make you feel great; each piece contains secret trickery like giant pockets and hidden zippers for breastfeeding. Mothers can also wear the garments well beyond pregnancy and nursing.
The Tone OF VOICE
I wanted to create a sense of empowerment, but keep it real — motherhood is an awesome experience, but sometimes you want to move to a deserted island and scream your face off. Real enough?
What I loved about working on this project
I adored the concept of beautiful maternity clothes that had a life after pregnancy. And being a new-ish mom, it was fun imparting my expert mom knowledge. Oh, and I got to try the clothes!