THE KNOT REBRAND

Brand Refresh • Tone & Voice • Concepting • Copywriting

For 30 years, The Knot has helped 30 million couples plan a wedding that’s uniquely their own, without the overwhelm. The leading digital wedding planning platform, app, and vendor marketplace serves 2+ million new couples annually and helps 250,000+ wedding vendors grow their businesses.

With a long history as a pioneer in digital wedding planning, The Knot rebranded to increase relevance with the next generation of couples. As Senior Copywriter, I brought the refreshed tone and voice system to life and led ongoing brand voice refinement and governance across campaigns, videos, email, social, and paid media. 

Highlights:

• the rebrand increased relevancy with couples by 100% YoY

• paid media assets in the refreshed voice and viz ID reduced cost per click and cost per lead