Six Moon Designs – Copywriting, Design, Consulting
Six Moon Designs
Six Moon Designs is a small team of 5 that provides top-notch backpacking equipment that's lightweight, durable, and doesn't break the bank. They were founded by a couple who were avid backpackers and started making their own gear to get around their own financial constraints. Their products include innovative and affordable tents and tarps, ultralight backpacks, and more. They aim to make backpacking more enjoyable and less of a burden for their customers by offering high-quality products that are durable, affordable, versatile, and light.
Product and Email Marketing
Email Welcome Series Automation
10 Emails
Design, Copy, and Strategy
The team hadn’t updated their automated welcome series since they created their website. They hired me in 2022 to write, design, and architect 2 new 5 email automations.
I used the info they had on their website, some photos they sent via Google Drive, and their brand color palette to create the series. It took about 3 months to create two iterations of both series with their feedback incorporated.
Here’s how I worked with them to create emails that incorporated better UX and branding.
Audit and Recommendations: I evaluated their current automation series and made recommendations for how I wanted to improve it along with a mock-up with better design, cohesive branding, and improved UX.
Kick-off call: I shared my recommendations and asked my questions about their brand and style (since they didn’t have a guide).
Copy: I wrote the copy for the emails and got approval from the client.
Wireframes: I framed out the new email designs.
Graphics: I created the graphics for the new email series.
Submit: These were submitted to the agency that handles their ESP and Paid Ads to be assembled into the new automation.
In the end, they used 4 out of the 5 emails I created. They didn’t use all of my recommendations – I didn’t set up the automation in their email system – but they did execute most of them! And the final series looks fantastic.
The changes we made in design and copy more than doubled their open rates and click-through rates!
BEFORE:
AFTER:
Product Descriptions
6 product descriptions
2 product bundles
In 2024 the Six Moons team approached me again. They were launching a new product line and needed product descriptions and sales page copy for the new gear. This time, with a tighter turnaround time: just one month.
I combined the copy and information from the product tags with their brand story and voice to make a cohesive product line. Then, I wrote the copy for two sales pages so they could sell the gear in specialty bundles.
This line hasn’t been launched on their website yet. I’ll add screenshots once it’s up!
Style Guide
For the second project, the product descriptions, I knew it would be much more efficient if I had a style guide. If I’d had a style or brand guide for the emails, they would’ve gone much faster. So, I offered to create a complimentary style guide before I wrote the product descriptions.
They used to use a different freelancer for their product descriptions, but she stepped away from freelancing before this product launched. They asked if I could look at their previous products to make sure I match their voice and formatting. It seemed like a no-brainer to put together a style guide for them. That way, they could use it with any freelancer and know they’ll get better, more efficient results.
The style guide included recommendations, examples, and outlines for the following.
Tone and Voice
Intended Audience + Brand Messaging
Language and Grammar
Style
Commonly confused words
Phrases to avoid
Formatting and Structure
Keywords and SEO
Product Information
Examples
Outlines