Project: Building a Premium Healthcare Brand – Aware's Editorial Style Guide

Project Overview

This project was about more than just content—it was about building a great brand from the ground up while creating a scalable foundation for content and marketing efforts.

To support Aware, a preventive healthcare startup, in its growth journey, we developed a comprehensive Editorial Style Guide that established a clear, consistent, and trustworthy brand voice. The guide ensured that every piece of communication—from blog posts to marketing campaigns—aligned with Aware’s mission of making scientific health information accessible to all.

Most longevity and wellness brands position themselves in the premium space, yet many overlook a fundamental truth:

Premium health brands aren’t just built on science. They’re built on trust, identity, and emotion.

For Aware, it was critical to balance scientific accuracy with a warm, welcoming tone, making complex health information easy to understand while reinforcing trust.

Key Highlights

• Brand Development & Identity: Established Aware as a premium healthcare brand, not just through content but through a distinct and recognizable voice.
• Consistency at Scale: Created a framework that allowed freelancers, agencies, and internal teams to collaborate seamlessly while maintaining a unified brand presence.
• Scientific but Accessible: Ensured all content was based on medical research while removing barriers to understanding through plain English and inclusive language.
• Trust & Emotional Connection: Defined a tone that was empowering, engaging, and easy to read, reinforcing Aware’s credibility as a trusted health resource.
• Scalable Marketing & Content System: Provided a blueprint for producing high-quality, on-brand content as the company grew.

Core Writing & Brand Guidelines

• Use plain English: Avoid medical jargon; prioritize clarity and simplicity.
• Empower readers: Give them confidence in their health decisions.
• Balance science with warmth: Be fact-based but also approachable and engaging.
• Build trust through transparency: Ensure content is honest, well-researched, and reliable.
• Design for readability: Use clear formatting, short paragraphs, bullet points, and skimmable sections.