The brief
Hummingbird had real sustainability credentials but their site copy sounded like every other sustainable brand. The founder's actual reason for starting it — a personal one — was buried in the About page footer.
What I did
Built a brand voice doc, rewrote the homepage around the founder's origin story, and reorganized the product copy to lead with the maker, not the material.
Result
Average time on site went up. More importantly, the founder said they finally stopped cringing when sending the URL to potential wholesalers.