Copywriting, Design, Brand Voice

A first of it's kind, Bluemoth takes the Warby Parker approach to shopping for hearing aids. Back in 2022, the FDA created a new category of over-the-counter hearing aids to improve access to hearing health care in the US, which has been a huge mental and physical health care boon for people with mild to moderate hearing loss who previously had to struggle over high monetary and insurance-based barriers for care, and had to settle for whatever device a doctor recommended.

Bluemoth differentiates itself as the first service to let you try hearing devices before you buy them and have the trial box sent directly to your home. With a fearlessly defiant brand voice added benefits for those with tinnitus in addition to hearing loss, Bluemoth was poised for a makeover after their initial launch didn't resonate with people as much as they hoped.

I jumped into this project with 36creative as my partners on the design and development side and began working in tandem with their UX team on overall content strategy, specifically creating content outlines for the overhauled e-commerce site, working on brand voice documentation and finally got to write most of the fully designed site as well.

My main stakeholder, Dr. Melanie Hecker, has a vibrant personality that shines through in her service interactions with customers as off-beat, sometimes blunt, but always with good intentions and a good sense of humor, and we spent several days workshopping to hone in on her brand's voice.

We settled somewhere rebellious, but restrained to avoid the superficiality of someone just banging on the drum. Bluemoth's tone is brimming with confidence, wit, and is all about saying less to get the point across.

To facilitate UX, I created the above content outline (left) as a shortcut for my UX Design partner to quickly create repeatable patterns and components for their wireframe (right) by describing the function and goal of each section of each page of the site, as well as individual section elements, like headlines or button text. This also served as a starting point for copywriting, as another writer could use this knowledge to understand the goals and narrative of the page and start writing faster (though I was fortunate enough to be able to stay on this project and write the copy myself).