In the search for the voice of SEELA, we discovered three communicative pillars: stay conscious, inspire movement, and spread empowerment & community.

To inspire movement, active verbs and imperative statements like “move” and “breathe” began to emerge as a key aspect of the SEELA voice. Meanwhile, the concept of “community” became the cushion to counter such imperatives –making them feel light and encouraging rather than forceful.

The words share the message that: When you purchase from SEELA, you become part of a community of women, all of whom support each other along their journey to greater environmental consciousness and improved health.

SEELA means mountain and strength. This imagery is the backdrop that guided all my writing for the SEELA website, offering an imaginary landscape to place prospects and customers within that hints towards the brand’s Swiss roots.

Throughout the project, it emerged that every SEELA garment should connect to a specific programme that donates to a cause for our planet and for individuals impacted by climate change. Each colour of the SEELA garment would relate back to a single word for the user of the product – energise, restore, purify.

Every product description was carefully crafted to relate it to the right element of the sustainability programme and inspired the potential customer to invest in their health and the health of the planet.

A community like this one deserves content that they won’t find elsewhere. Take a look at the articles and interviews with health practitioners and sports professionals that I create for the SEELA Wellness Journal.