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Building one editorial voice across an organization
MINDBODY
Organization
MINDBODY
Industry
Wellness Technology
Role
Editorial & Brand Content Manager
Editorial Leadership
Executive Communications
Brand Strategy
Voice & Messaging
Cross-functional Leadership
MINDBODY had evolved beyond its roots as a B2B software company, but its communications hadn't kept pace. Different teams were telling different stories, editorial processes varied across departments, and the brand lacked a unified editorial voice capable of serving both business customers and an emerging consumer audience.
The Challenge
The Approach
Rather than treating the challenge as a copywriting project, I approached it as an editorial one.
I worked across marketing, product, sales, customer support, engineering, and executive leadership to create a centralized editorial strategy that established a shared voice, messaging framework, and content standards for the organization. Together, we developed editorial systems that enabled teams to communicate consistently across audiences and channels without sacrificing flexibility.
Along the way, I led and grew a team of writers, helped guide a company-wide brand refresh, reimagined the organization's voice and tone framework, and conceived and wrote MINDBODY's first national television commercial.
The Outcome
The organization gained a unified editorial foundation that strengthened collaboration across departments, improved consistency throughout the customer experience, and positioned the brand to communicate confidently as it expanded into the consumer wellness market. Just as importantly, the work established scalable editorial systems that continued supporting the company's evolution long after the initial brand refresh was complete.
Editorial Insight
Strong brands aren't built by creating more content. They're built by creating editorial systems that enable every team to communicate with a shared voice while retaining the flexibility to serve different audiences.
Evidence
MINDBODY national television commercial
The Mindbody App- Wherever You Are
Conceived and wrote the company's first national television campaign as part of a broader brand transformation.
This commercial wasn't the objective. It was one expression of a much larger editorial strategy.
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