Clarity
giving a new brand a voice
Clarity is an amazing new app and platform that was born out of the Mayor of London’s recent Resilience Challenge. It’s designed specifically for on-demand (or ‘gig’) workers, aiming to help them achieve greater financial security and a better work-life balance.
I’d been working with the guys who founded Clarity on their parent company, Finmo, for over a year when they won the challenge. So I was delighted to be brought on board to create the tone of voice and website copy for their new brand. I also created all UX copy for the Clarity app, and helped to define the start-up’s unique brand proposition. You can see samples of my tone of voice work, web copy, and UX copy below.
![India Johnson Copywriting Logo_big](https://www.indiajohnson.com/wp-content/uploads/2020/03/India-Johnson-Copywriting-Logo_big.png)
tone of voice sample
![Screenshot 2022-03-02 at 10.19.41](https://www.indiajohnson.com/wp-content/uploads/2022/03/Screenshot-2022-03-02-at-10.19.41.png)
![Empathetic in action](https://www.indiajohnson.com/wp-content/uploads/2024/03/Empathetic-in-action.jpg)
![Inclusive](https://www.indiajohnson.com/wp-content/uploads/2024/03/Inclusive.jpg)
![SOme practical stuff](https://www.indiajohnson.com/wp-content/uploads/2024/03/SOme-practical-stuff.jpg)
![Clarity Homepage](https://www.indiajohnson.com/wp-content/uploads/2022/02/Clarity-Homepage.png)
Mission statement
![Clarity Mission Statement small](https://www.indiajohnson.com/wp-content/uploads/2022/02/Clarity-Mission-Statement-small.png)
App / UX
![Clarity UX 7](https://www.indiajohnson.com/wp-content/uploads/2022/02/Clarity-UX-7.png)
![Clarity UX 6](https://www.indiajohnson.com/wp-content/uploads/2022/02/Clarity-UX-6.png)
![Clarity UX 1](https://www.indiajohnson.com/wp-content/uploads/2022/02/Clarity-UX-1.png)
Let’s Start a Conversation
![Me](https://www.indiajohnson.com/wp-content/uploads/2020/06/Me.jpg)