Lizzy Spano

THE PROJECT

Semplice


MY ROLE

Verbal Identity

Brand Messaging

Campaign Copywriting

UX Writing

Editorial

Semplice is a portfolio builder for designers with high standards; the co-founder described it as the designer's equivalent of a Porsche. Our verbal identity needed to reflect that confidence in the product and draw people with the taste and skills to appreciate it. But even the best designers put off their portfolio. With a voice that taps into their experience and sense of pride, I aimed to move our audience to action.

Verbal identity

In collaboration with the Semplice co-founder and design director, I developed a voice that speaks with authority without constantly asserting it.


Confident, not arrogant

Our product speaks for itself, so we don't have to strain to impress. Say it with conviction, without bragging or hyperbole.


Knowledgeable, not condescending

We talk to designers as peers and share our expertise generously, with tips and insights that respect their intelligence.


Wry, when it counts

A little attitude goes a long way. Use dry humor and irreverence where it feels natural, without sacrificing clarity or forcing a joke.


Motivating, not pushy

Give designers the confidence to get their work out there, without adding pressure. Encourage progress over perfection.

Brand storytelling & marketing

Designers notoriously avoid working on their portfolio. Even the most talented among them are tempted by cheap templates. My goal: motivate them to get it done with Semplice. Our ads, emails and social posts tee up to the tagline, "Build with pride."

A print ad that ran in a popular design magazine

An ad from our Black Friday campaign nods to the notorious shopping lines and speaks to designers with their own point of view.

Semplice was founded without any outside investment, an exception among our Silicon Valley competitors (we don't say W*x or Squ*respace around here). To set ourselves apart and endear Semplice in the hearts of the people, we did the opposite of promoting ourselves: we promoted others. The Independent + Bootstrapped campaign celebrated small, self-funded businesses of all kinds.

Posted at the height of the “Great Resignation” of 2021-22.

Website & brand messaging

From headlines to feature descriptions, I wrote copy that communicated the product’s voice and values.

UX writing

The brand’s personality extends into the product itself. Our interface copy is mostly straightforward, with intentional moments of wit and personality.

Editorial

Through our editorial messaging, I aimed to cement Semplice as the trusted authority on creative portfolios. I wrote guides, emails and blog posts that spoke in our voice and simplified the daunting process of building a portfolio.


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