Problem:

meQ is mental wellness app for workplaces focused on resilience. While meQ has long been a pioneer in this space, with an ever-growing landscape of wellness tools on the market, they were struggling to clearly define their point of difference as well as define a tone of voice as bold as their product.

Solution:

To do this, we:

• Defined a unique purpose “Be a force for growth” which shifted the narrative from individual wellness to collective wellness and positioned resilience not as overcoming obstacles, but as an accelerant of growth and opportunity.

• Wrote all initial website copy and key messaging to bring the story to life

• Created an in-depth Tone of voice guide and led gamified internal client workshops to endure adoption of the new tone moving forward.

I served as the Creative Director and lead writer, driving their new verbal identity.