House of cassidy- web copy and blog writing
A family-run candle maker that brings a touch of elegance to ordinary moments at home. With an experimental approach to scent-making and a commitment to sustainability, their passion and excellence is clear to see in their products and how they are made.
“What impressed me the most was her vast understanding of how to align her writing with our overall vision. She didn’t just create content; she built a narrative that resonates”
- Cletus Salia, Founder
THE BRIEF
From my first conversation with Cletus, it was clear to see the depth of care that went into every stage of the scent and candle making process. His fascination with the role of scent in creating multi-layered sensory experiences in the home, woven together with sustainability and family values would be the foundation for the Tone of Voice I would build into House of Cassidy’s website and blog copy.
Make it stand out
the research
Through client interviews and educating myself online, I learned lots about how Cletus sources his ingredients, why he chose specific materials, and how the different stages of the creation process work together, resulting in a truly special candle. He explained to me how scent works, from how layers of notes interact, to the best way to choose a scent for specific settings and moments within the home. This information became the foundation for building the brand’s story, tone of voice, and final copy. It also gave me plenty of inspiration for future blog post themes.
the website
The minimalist home-page lets the images do most of the talking, but the snippets of copy scattered throughout invite customers to explore further. Working with freelance web developer and digital marketer Anita Koumbana, I ensured that the content fitted well with the elegant and minimalistic visual branding and images.
The Our Story page blends House of Cassidy’s heart-warming origin story with its scent-making artistry and hand-pouring processes, and sustainable methods. It links to additional pages with candle care tips and more in-depth information about the eco-friendly ingredients.
I created descriptions of each candle and reed diffuser in the collection, profiling the scent notes, and using descriptions to spark the imagination of customers. There wasn’t a lot that needed re-drafting, other than some minor tweaks to make sure the all the terminology and facts were fully watertight.
the blog
When creating a blog strategy, and writing bi-weekly posts, I drew from the information I had gathered when writing the web copy. Including campaign posts for Mother’s Day, Valentines Day, as well as new product launches over the spring and summer period, I created posts full of ideas on how to create beautiful moments using scented candles and other interior elements. Educational articles on candle care, and how scent notes work were created to reflect the founder’s specialist knowledge through the brand’s online presence. While including parts of the House of Cassidy brand story, the blog posts invite the audience to create their own story using the products, encouraging them to imagine using them in their own everyday lives.
While including parts of the House of Cassidy brand story, the blog posts invite the audience to create their own story using the products, encouraging them to imagine using them in their own everyday lives.
Feedback from House of Cassidy
“I cannot recommend Rebekah highly enough. From the very beginning, her tenacity and dedication to understanding our vision truly set her apart.
Rebekah took the time to listen to our ideas and goals, ensuring that every piece of content was carefully crafted to reflect the essence of our brand.
What impressed me the most was her vast understanding of how to align her writing with our overall vision. She didn’t just create content; she built a narrative that resonates with our target audience, capturing the spirit of House of Cassidy Lifestyles Ltd perfectly.
Thanks to Rebekah, our website and blog now stand as a true representation of our brand, and we have received numerous compliments on the quality and clarity of the content”
