The Dalia Clinic is a women’s health clinic in Sydney’s Double Bay. The brand strategy and identity was created by Bandit Design Group, who engaged me to write website copy in alignment with the brand personality; empathetic, gentle, warm and feminine.

My approach:

With the clinic's focus on menopause, achieving a balance between warmth and credibility was essential.

I used gentle metaphors such as “season of life” and “bloom” to create an inviting tone, evoking themes of growth and transformation. Positive language such as “feel comfortable, confident and beautiful, inside and out” empowers and reassures the reader — and I address the reader directly to foster a sense of connection.

At the same time, it was important to signal competence and reliability. Sentences are concise and clear, avoiding complex language — but vary in lengths and structure to create a sense of rhythm. Most of the sentences use an active voice to convey confidence and authority. For example: "We help treat the internal changes you experience internally and aesthetically while moving through menopause." I also incorporated imperative statements to achieve this; for example, “Feel safe to share your most vulnerable self.”

Thank you to Bandit Design Group for bringing me onboard.