We-Vibe
Services
Brand + Product Messaging
Brand Voice & Tone
Content Design + UX Copy
Web, packaging + social copy
Video scripts
The project
A messaging overhaul for We-Vibe, a leading sexual wellness and tech brand, with products in stores (and nightstands) around the world.
This long-term collaboration completely transformed We-Vibe's approach to product messaging and launches: from positioning and messaging strategy, to a refined brand voice, to high-converting copy across the customer journey.
The challenge
messy messaging across their product line — and a brand voice that was falling flat.
We-Vibe had a lot of products, but no clear story for how they fit together.
Each product hadn't been properly differentiated — there was no clear sense of who it was for, what made it distinct, or how it sat alongside the rest of the catalogue.
Which meant that no one knew exactly how to sell them (from the copywriters to their sales team to retail staff in shops all over the world).
On top of that, they were clear on the brand voice they wanted — playful, smart, grown-up — but it kept getting away from them. It seemed like none of the copywriters they found could nail it.
How we tackled it
Tonality docs that translated positioning into clear sales language for every channel.
And a tone of voice that was cheeky, not cheesy.
Working closely with We-Vibe's head of marketing, we got clear on each product's positioning, target customer, USPs — and captured all of it in what we called a tonality doc. Each one laid out the product's place in the lineup, the sales messages, and the language that should travel with it across every channel.
We also worked to define the brand voice, and figure out what wasn’t landing with the copy they’d created so far.
From there, we wrote the copy: app copy, web copy, one-pagers for the sales team and retailers, plus emails and blog posts.
The result
A new top-seller, and a system that made every launch easier.
After working together to define their launch messaging and refine the voice, We-Vibe's next launch became their highest-selling product to date — flying past their targets and beating their previous top performer's sales by 60%.
Just as importantly, the tonality docs became something the whole company could build from. Marketing teams writing campaigns, sales teams pitching to retailers, distributors briefing in-store staff — anyone could pick one up and immediately understand a product's positioning, audience, voice, and key messages.
Big wins and results
We-Vibe’s highest-selling product launch ever, beating the previous top performer by 60%
A refined brand voice that finally captured the tone We-Vibe had been going for
Tonality docs used across marketing, sales, and distribution as a single source of truth
A repeatable foundation and framework for every future launch and brand communication
Here’s what happened…
“Ange is a super talented writer and visionary — thoughtful, creative and strategic. When I have a communications challenge, whether it’s related to positioning, branding, or content, I can call Ange and spend 30 minutes talking through it. By the end of the conversation we have a solution and a path forward. I can trust that she’s going to deliver something even better than we planned. She just gets it.”
Steph Keating Head of marketing, Americas, We-Vibe
