Whimsocal
Agency: TinyWins
Services: UX Writing
Role: Lead Copywriter
Whimsocal is the parent brand behind a growing portfolio of artful lifestyle products, each designed to create small moments of joy. But their website wasn't telling that story. The experience felt heavier than the brand itself, and the language didn't reflect Whimsocal's playfulness or intention.
As lead copywriter for the website redesign, I focused on shaping a UX narrative that felt sunny and delightful. The copy clarified Whimsocal's role as a 'House of Happy Brands,' guiding visitors through the ecosystem with language that balanced structure and whimsy. Every headline, label, and line of supporting copy was written to reduce friction, surface meaning quickly, and let joy show up without getting in the way.
The result is a website that reads the way Whimsocal feels: bright, thoughtful, and easy to navigate. A UX copy system that brings cohesion to the brand portfolio, supports future growth, and turns a business story into an experience users enjoy moving through.
Keyes
Agency: TinyWins
Services: Verbal Identity
Role: Copywriter
Keyes is one of Florida's most established luxury real estate brands, with a century of knowledge and a legacy that spans markets. But over time, its voice was diluted across teams, channels, and use cases. Keyes was trusted, but it didn't always sound like itself.
Our work focused on building a clear verbal identity. We defined how Keyes shows up as a guide — calm in complexity, generous with expertise, confident without ego — and translated that into a practical tone-of-voice system teams could use.
The result is a verbal framework that brings cohesion to how Keyes communicates across internal and external touchpoints, giving the brand a fresh voice built to last another 100 years.
