The sistr app is a female empowerment platform aimed at giving all women access to networking and mentorship opportunities. The platform came to me as they were building their brand and identity. They wanted to create a tone of voice to match their inclusive platform and to inspire, nurture and celebrate women in business.

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After a workshop session with the main stakeholders of the brand, I put together a tone of voice strategy that captured the real essence of the sistr personality. I wanted to differentiate sister from the other collectives, membership services, and networking events out there by moving away from 'sisterhood' language that can feel elitist. Instead, I wanted to craft a personality that was empowering, real and supportive.