To&Fro
To&Fro is a mobile-first travel app built to ease the trip-planning process and enable collaboration across a group of travelers from start to finish.
My role at To&Fro is to shape the startup’s voice across multiple channels, build the brand’s narrative, and drive engagement. Additionally, I developed the brand's UX writing guidelines and shaped the foundational language of the app.
Role:
UX writing & brand style guide
Pitch deck copy
Social media copy
UX Writing & Brand Style Guide
I authored, and own, this style guide that provides To&Fro with a single source to refer to when creating UX, marketing, and social content.
This guide covers everything from UX/UI writing definitions and best practices to foundational grammar and brand voice pillars.
Pitch Deck
To&Fro’s pitch deck was written with the investor audience in mind. The copy articulates To & Fro’s market relevance and clearly communicates how the brand addresses real consumer needs.
The goal was to strike a balance between professionalism and approachability by delivering concise, confident messaging while maintaining a familiar and engaging tone that resonates with both investors and future users.
Social Media Copy
When writing for To&Fro, I research all facets of the trip-planning process from end-to-end. This spans local cuisine, entertainment, cultural etiquette, essential language, and beyond, all translated into digestible, engaging content for an online audience. From on-screen copy to captions, I write with a consistent voice that balances accessibility with the brand's playful and knowledgeable personality.
