F*ck It, We’ll Do It Ourselves: trusti’s Story
From fragmented, DIY copy to a cohesive brand voice that’s wry, real, and ready to change how people think about STI testing.
When trusti reached out to me, they had something incredible brewing. This Ontario-based startup was developing rapid, at-home HIV testing kits (with plans to expand to other STIs), and they knew exactly what they wanted their brand to sound like: wry, sardonic, humorous, but unflinchingly real about sexual health.
The problem? Their copy told a different story.
Like many startups in launch mode, trusti had written their website copy in phases, a paragraph here during late-night strategy sessions, a description there between investor meetings. The result was a patchwork of voices that didn’t quite capture the bold, sex-positive brand they envisioned.
They needed someone who could take their scattered copy and transform it into a cohesive voice that would resonate with their audience: people who wanted to take control of their sexual health without the awkwardness of traditional clinic visits.
The Strategy: Finding the Sweet Spot Between Sexual and Sensitive
In our initial brainstorming session, the trusti team walked me through the websites they loved (think: brands that could make you laugh while talking about uncomfortable topics) and ones that made them cringe (sterile, clinical copy that sucked the humanity out of sexual health and wellness).
The challenge wasn’t only about finding the right tone, but also about knowing when to dial the brand voice up to 11, and when to turn it down. A cheeky message tucked into their testing kits? Perfect for their wry brand voice. Copy that appears after someone receives a positive HIV test result? Time to keep it simple, clear, and compassionate.
The Three-Pillar Approach
I narrowed their customers’ experience down to three core pain points:
The awkwardness of going to a clinic for STI testing (and all the judgmental stares from nosy nurses).
The convenience of testing privately at home (you don’t even have to put on pants!).
Taking control of your sexual health journey (knowing your HIV status is hot).
Everything else would build from there, using their preferred tone of voice: wry, sardonic, slightly flirty, but always keeping it real.
And my creative inspiration for trusti’s brand voice? A scene from Sex and the City where Samantha gets her first STI test, answering awkward questions from the nurse, and then fainting in the waiting room when she thinks she has a positive result.
(Not sure what scene I’m talking about? Check it out here!)
The Process: Copy Audit to Brand Voice Authenticity
WEEK 1: THE AUDIT
I conducted a comprehensive copy audit, examining every piece of trusti’s existing copy (I mean, the founders did an INCREDIBLE job with their copy, but there were definitely places to improve!). The diagnosis was clear: they had a good foundation, but the personality was inconsistent.
WEEKS 2-3: THE TRANSFORMATION
I took a systematic approach to developing trusti’s brand voice, developing guidelines for when to lean into the humor and flirtiness, and when to prioritize clarity and compassion, ensuring their copy could be both engaging and responsible.
The trusti team was incredibly collaborative throughout the process (AND super fun to work with!). As they put it:
“Erin was responsive and organized, which is a dream for a startup like ours.”
The Results: Copy that Actually Sounds Like Them
While I can’t share the specific metrics, trusti’s feedback tells the story of our work together:'
“What really blew us away about Erin was how she was able to provide so much playful variety in her work. Nothing felt repetitive or predictable.”
The real test came when they started using the copy in real-world situations:
"We've taken some kernels of Erin's copy in pitch meetings and advertising language and have already seen such a positive response."
But probably my favorite piece of feedback was this:
"We honestly were blown away the first time we read through Erin's work – it reminded us why we're doing what we're doing!"
What This Project Taught Me
Working with trusti reinforced something that’s at the core of my sex-positive philosophy: the power of authentic voice in breaking down barriers around sexual health. When you can make people laugh and smile while talking about STI testing, you’re not just selling a product, you’re shifting the culture.
The project also highlighted the importance of knowing when to apply brand voice and when to step back. Sexual health copy requires a careful balance between personality and responsibility, humor and compassion.
Why This Matters For YOUR Brand
If you’re building a sex-positive or health-focused brand, consistency in voice is more than just sounding put-together and like you know what you’re doing—it’s about building trust with an audience that might feel vulnerable. Your audience needs to know that whether they’re reading your Instagram captions or your most sensitive educational content, they’re hearing from the same authentic source.
trusti summed it up perfectly:
"Erin made what felt like a hugely daunting element of our launch a total breeze."
Ready to Give Your Brand Voice the Glow-Up It Deserves?
If this case study has you thinking “Holy shit, my copy is all over the place and I need someone who actually gets it,” then we need to talk, babe.
I specialize in helping sex-positive brands transform their scattered website copy into cohesive brand voices that actually sound like them. From copy audits to complete rewrites, I’ll help you create copy that’s authentic, engaging, and perfectly suited to your audience.
