The Archive / Étude/ H&M

H&M

A circularity content audit and rewrite. Found where the writing lost people, set new principles, then rewrote across LinkedIn, internal comms, and web.

CONTENT WRITING & EDITING

DELIVERABLES

Audit Notes · Writing Principles · Before and After Rewrites · Concept Copy

1-Content audit.png
2-Writing Principles.png
3-Before and after, LinkedIn (public).png
4-Before and after, Internal (The Circle).png
5-Before and after, Web or Article (How it works).png
Repair and Rewear concept copy.png

  1. Content audit: Where readers get stuck and what to fix first

  2. Writing principles: Context first, short sentences, clear headings, one message adapted by channel

  3. Before/after, LinkedIn: More scannable structure and clearer narrative, warm tone

  4. Before/after, internal: Clear purpose, aligned tone, direct action

  5. Before/after, web/article: Simple explainer with clear steps, benefits, and CTA

  6. Concept copy: Repair positioned as welcoming, shared, and practical

WHAT’S IN HERE

DEFINING SUCCESS

  1. Message lands quickly

  2. Tone holds across channels

  3. Engagement improves

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