Flitzy

DCK launched their second B2C brand, Flitzy, in November 2021. This brand is marketed towards younger children and needed to appeal both to them and the adults who would ultimately be making purchasing decisions.

I was tasked with creating web copy for all areas of the site, as well as product copy for the 87 lines the brand wanted to launch with.

I started off by creating a tone of voice for Flitzy by identifying keywords and phrases from the material they had provided and looking at how various popular social media accounts and websites were successfully interacting with this audience.

It was important to me that we ensure Flitzy use inclusive language, especially as we were engaging with such a young and potentially diverse audience. So, I made conscious wording choices such as:

• “Them” and “they” instead of gendered pronouns.
• “Grown-ups” instead of “parents” as sometimes children don’t live with/have contact with their parents.

This tied in nicely with Flitzy’s brand identity, which is centred around promoting mindfulness and positive values such as acceptance and kindness.