Before working with Les, I’d been a loyal listener of her pod for years, so her voice and the topics she explored already felt familiar. Still, her responses to my Brand Clarity Worksheet and BBG’s new brand style guide educated me on its elevated direction, the zillennial and millennial women it serves, and its growing content ecosystem.

To deepen the research, I revisited podcast episodes, scrolled through social media posts and comment sections, and even dropped into BBG’s Geneva chat rooms to see what the community was talking about. Immersing myself in their world helped me adapt the language and connect the copy with their desires.   

With The Brand Doula’s wireframe and website mockup as my guide, I crafted the copy for five key pages: Home, About, Podcast, Blog, and Newsletter.

Balanced Black Girl is all about setting trends, not following them. The new copy avoids overused phrases like 'soft life' or 'Black girl luxury,' instead offering a modern yet timeless feel. It’s welcoming, conversational, and just airy enough to evoke a sense of lightness.

The messaging emphasizes community and limitless possibility, using friendly, inclusive, and supportive language. It captures the spirit of communal support, sharing circles, yoga stretches, holistic wellness, and, of course, joy.