Jackie Judge | Copywriter
Language is the common denominator.

Tonal

The client:

Tonal is a fitness device that’s pioneering the new-wave generation of at-home workouts that utilize A.I. software and innovative hardware advances to craft training regimes for the digital age.

The work:

I came on board with the intent to dial in the brand voice across all customer touchpoints, including: overall site experience, targeted landing pages for mid-funnel, brand-new email campaigns for onboarding and more, blog articles, product movement naming and naming architecture, copy and design process schematics, seasonal campaign ads, the Tonal trainer UI/UX, and mobile app copy interface.

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I saw an opportunity to infuse every bit of copy with trainer lingo because to position Tonal as a “personal coach,” it had to become one through conversation, direction, and everyday experiences.

I saw an opportunity to infuse every bit of copy with trainer lingo because to position Tonal as a “personal coach,” it had to become one through conversation, direction, and everyday experiences.

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UI was given more flavor and voice. Most competitors utilize a very straightforward, direct tone with copy. Tonal had an opportunity to be educational while still being motivational like a coach.

UI was given more flavor and voice. Most competitors utilize a very straightforward, direct tone with copy. Tonal had an opportunity to be educational while still being motivational like a coach.

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Utilizing both my writing and fitness background, I storyboarded flows alongside designers to create the most natural, intuitive read.

Utilizing both my writing and fitness background, I storyboarded flows alongside designers to create the most natural, intuitive read.

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