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.

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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.

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