Changing the lives of the transgender community with Carmen Liu Group

Company/client: GI COLLECTION (Now Carmen Liu Group) is the UK’s first transgender products, services, and events company. Carmen Liu (A part of GI Collection) is the UK’s first lingerie brand for transgender women.

Context: I wrote compelling copy for their website, magazine, and other touch points. When I began working with them in their infancy I had to create their TOV from scratch through a lot of research, trial, and error.

The founder, Carmen, is transgender so speaking to her helped me to understand just what direction I should take. I carried out extensive desk research to find out what the most pressing issues of transgender women are. I then spoke to some transgender women to compare my research with their experiences.

The outcome: My work contributed to incredible traffic, with visitors numbers peaking at 3000 per day after launch.