Asher Writes

Changing the lives of the transgender community with GI COLLECTION.

The client: GI COLLECTION is the UK’s first transgender products, services and events company. Carmen Liu (A part of GI Collection) is the UK’s first lingerie brand for transgender women.

The brief: To write compelling copy for their website, magazine and other touch points.

My process: As when I began working with them in their infancy I had to create their TOV from scratch through a lot of research, trial and error.

The founder is transgender so speaking to her helped me to understand just what direction I should take. I carried out extensive desk research to find out what the most pressing issues of transgender women are. I then wnet and spoke to some transgender women to compare my research with their experiences.

The outcome: We’re still working together, but the outcome so far is positive, their audience loved the TOV of the website and magazine.

GI Magazine

GI Magazine

GI Magazine was created as part of GI Collection's vision to create a better future for transgender women. I worked alongside graphic designer, Sarah Willmott to create issue #1 of what will be a quarterly magazine.

You can read the full magazine here.