Partnering with femtech brand Flo, I research, wrote and edited the content for three informative, accessible and inspiring planners for Flo’s ‘trying to conceive’ user base.

We produced three planners for different audience segments divided according to age, and the amount of time they had been trying to conceive. The personalisation for each audience required nuanced shifts in tone of voice to tailor the content to each segment, ensuring that we were providing balanced levels of empathy, support and education.