WHOOP’s rebranding as a subscription-based service required all new language to accompany an all new look and user interface.
After a deep dive into keyword research and interviews with professional athletes, I developed an all new tone and textual style to transform the brand from a scientific product solely for the pros into an amped-up, fitness-focused must-have for everyone from Crossfit freaks to gym rats.
Incorporating idiomatic phrases and punchy copy elevated the excitement of the product while simpler scientific explanations drove home the benefits of the new membership platform.