Web + Email | Proper

Proper is a new kind of sleep wellness company aimed at solving America’s sleep crisis. Their personalized, holistic solution is grounded in data and science—combining evidence-backed, safe, and natural sleep supplements with expert sleep coaching to help bring about the sustainable behavioral change necessary for better sleep.

I was brought on pre-launch to develop their tone of voice and brand personality via website and email copy. The challenge? Strike a balance between elevated and accessible language that communicates our expertise but doesn’t alienate with overly scientific, niche jargon.