Since their launch in 2017, Squishmallows have taken the plush toy world by storm. With over 2,000 unique ‘Mallow personalities, and a young, quickly growing brand, a consistent voice needed to be found.
Each Squishmallows features a unique name and bio. However, there had been many people writing these bios in the early years and without clear direction on brand tone and voice.
In 2022, a senior copywriter role was created, and I was tasked with defining the Squishmallows voice, documenting copy standards, and editing the existing bios (all 2,500 or so) for consistency.
Brand Voice — Copy Standards — Copy Editing
Brand Voice — Copy Standards — SEO — Copywriting — Copy Editing — Proofreading
Hancock Editorial 