Turning a beautiful idea into a powerful brand:
Giving White Rabbit Social a brand voice built for momentum
Meet White Rabbit Social
White Rabbit Social is a beauty publication with heart. More than skin deep, it’s a digital space where women connect, uplift each other, and grow through beauty content, career stories, and the kind of conversations you have with your most insightful friend.
At the helm is Minnie Isaac, a founder with fierce conviction and a mission to create meaningful change in the industry– gently, generously, and with unwavering clarity.
The diagnosis
White Rabbit Social was growing steadily, but something didn’t feel quite right. The copy was… fine.
But Minnie knew it wasn’t doing the brand justice. The voice felt a bit too personal, too muddled, too stuck in her own head, and she needed the business to stand on its own. She had big dreams (including monetisation and scaling), but the vision felt too large and too unclear to confidently move forward. So she hesitated. And hesitated. And kept on hesitating.
The treatment plan
Knowing Minnie personally and being a long-time fan of her Instagram, I knew she had very clear values which she talks about often. The challenge in this case would be to distill complex, nuanced values and worldviews into a document that any new team member or contributor could pick up and run with. Here’s how I tackled it.
A therapeutic strategy session
These sessions are the cornerstone of every transformation. It’s not just about uncovering information. It’s about listening deeply, understanding what drives Minnie, and pairing that with what her audience is craving.
A brand identity that feels human
We distilled her values, went deep into her brand psyche, and mapped her brand soul. Once we nailed those foundations, the rest flowed.
Brand voice and messaging designed to scale
Building on the brand identity, we then developed a distinct brand voice and messaging suite– all designed to grow with the publication and support a team of writers with clear, easy-to-follow guidance. Freeing up Minnie’s time and mental load.
A comprehensive brand strategy deck
The final piece of this puzzle was helping Minnie translate her sexy new brand identity onto her website. Over the course of a VIP day, I rewrote key pages and sections, made strategic recommendations for page structure and, and gave her UX-informed suggestions on site layout. We had a little time left after all that, so we worked on cleaning up her site category tags and collaborated on a new writer’s briefing document and process for her to use as her network of contributors grows.
The breakthrough
The turning point came when Minnie saw her core brand identity laid out—clear, confident, and cohesive. The words gave shape to everything she’d felt but hadn’t been able to articulate. Together, we built a voice and messaging guide she could stand behind (and hand over), removing the need to always be the final call or the enforcer.
Proud therapist moment
“The radical act of mindful moderation.”
This phrase from the purpose statement is one of my all-time favourites.
It perfectly captured Minnie’s bold-but-gentle stance and distilled a complex, values-led approach into a single, elegant line. It lit her up– and me too.
Want to see how Minnie’s already using the work we did on her website? Check this out:
White Rabbit Social now has a solid, scalable brand voice and identity. With a strategic foundation and clear language in place, she’s empowered to grow the publication, onboard contributors, and reach out to partners and sponsors with confidence.
This could be you btw
Imagine how you’d show up if your brand felt as aligned and expansive as the vision behind it. Imagine what you could create, what you could build, if the words finally felt like they fit.