Brand

Chopfit

Manifesto, Tone of Voice, Tagline

The ask

The guys at the fitness startup Chopfit contacted me one day with an ask: create a tone and write much of the website for their new product.

Chopfit uses weighted chopping motions for a full-body strength and cardio circuit.

The TOV

All brands want taglines and romance copy—but it all starts with the TOV.

Before diving into copy, I laid out the competition (with their taglines) and then created three tonal pillars for Chopfit and a little blurb explaining each one. It’s an internal document, but an important one.

From there, I created a brand “manifesto” which laid out the POV of the brand and why someone would want to experience it.

The taglines

After creating and getting sign-off on the TOV pieces, I created a number of taglines that fell into those tonal pieces.

I presented several options, but each one fell into a more aspirational, editorial zone, or a more functional one that explained the product right away.