CASE STUDY · BRAND SYSTEM & WEBSITE COPY · LAUNCHED
Make the software sound human.
CLIENT
Kore.co, a multi-product business platform, and its sub-brand, Restaurants by Kore.
MY ROLE
Brand voice, brand guide, and the words on the website. Senior Brand & Content Strategist.
DELIVERABLES
Brand guide · voice system · website copy for 3 launches · 30+ landing pages.
STATUS
Launched. Live sites include later in-house changes.
“If it sounds like marketing, rewrite it.”
THE CHALLENGE
Kore.co had grown into a platform with more than a dozen products: reservations, payments, CRM, marketing, storage, and more. Each one came with its own language, much of it inherited from training decks and templates. Features were listed, benefits were implied, and buzzwords did the heavy lifting. The company needed one brand that could explain all of it, to restaurant owners and marketing directors alike, without sounding like a user manual.
THE INSIGHT
Many products. One personality.
Business owners don’t want another dashboard. They want someone who gets it. So I wrote Kore as a person: the smart friend who explains things simply, with a little swagger and zero fluff. Smart, never smug. Clear, not corporate. Every page, headline, and button answers to that one standard.
THE WORK
A brand guide people actually use.
I built Kore’s first brand system: values, voice traits, a phrasing vault, channel-by-channel tone, do’s and don’ts, and a social playbook.
One voice, every product.
Every product page got a headline that names the job in plain English, usually with a wink.
Name the problem first.
Feature sections follow one framework: pain, value, feature. Readers recognize their own headache before they hear the fix.
Real people, not robots.
I wrote “candid, diverse, real” into the brand standard, then pushed to replace stock 3D illustration with photography of real people doing real work. Not every page got there, but the ones that did set the direction.
The red pen.
A lot of the job was editing what was already there: placeholder copy, leftover template language, and lines that didn’t need to exist.
Restaurants by Kore.
A sub-brand for restaurant owners, built on the same system: “Marketing. Money. Menus.”
THE OUTCOME
One voice, everywhere.
Three website launches and 30+ landing pages shipped in a single voice, governed by a 30-page brand guide that now sets the standard for everything Kore publishes, from product pages to sales decks to social.