Body Positive Works.
Strategy. Copy. Content.
BOPO Works — From Body Image Boutique to community hub
The Brief
Jen and Mel's holistic wellness centre in New Jersey needed more bums on mats. Their original name, "Body Image Boutique," was actually working against them – sounding more like a cosmetic surgery clinic than a body-positive wellness space.
The Strategy (Spine)
After reviewing competitors and the broader wellness landscape, I recommended a complete rebrand starting with the name itself. "Body Positive Works" (BoPoWorks for short) immediately communicated their inclusive philosophy while being distinctly more approachable and memorable.
The Voice (Soul)
I created a warm, welcoming tone of voice that balanced wellness expertise with refreshing realness – including explicit acknowledgement of the importance of cake. The web copy and social posts invited people in rather than preaching at them, making wellness feel accessible rather than aspirational.
The Brand Connection (Heart)
The rebrand connected with people seeking a genuinely inclusive wellness experience rather than yet another space that made them feel inadequate. By embracing body positivity in both name and messaging, we created an emotional invitation to people who might have felt excluded from traditional wellness spaces.
The Impact
As Jen said, "We love our new name and the response from our community has been amazing." The rebrand helped transform perception from a niche boutique to a welcoming community hub. More importantly, it got those bums on mats – attracting people who might previously have been intimidated by wellness spaces.
My Role: Brand naming, competitive review, brand world creation, brand messaging development, tone of voice crafting, social media sample creation, SEO research, web copy writing.
In Action: Read sample content below.
New name.
New strapline.
BoPo Works new brand name and line
“Lucy had been recommended to us because she had extensive brand experience and experience both personally and professionally with the yoga world. In our first meeting with Lucy, she immediately and boldly told us that she felt that we should change our name. Our original name was The Body Image Boutique and she did not feel that the name properly reflected who we are. We engaged her immediately and were impressed every step of the way with her professionalism, creativity, and intelligence.
She came up with alternative names for us to choose from and we decided on Body Positive Works with the tagline "The Feel Good Place." We love the name and the response from our community has been amazing.
Lucy also developed a brand identity and copy strategy for us and also helped us develop our social media strategy. Working with Lucy from "across the pond" was never an issue and she was always available to us. I can't say enough about Lucy and look forward to working with her on future projects!”
— JEN KRAFT, FOUNDER OF BODY POSITIVE WORKS
Social media.
BoPo Works Social Media Examples
BoPo Works Social Media Examples
BoPo Works Social Media Examples
BoPo Works Social Media Examples
Homepage copy.
BoPo Works homepage copy
Services pages.
BoPo Works Services example - click image to view webpage
BoPo Works Services example - click image to view webpage
Tone of voice - extracts.
BoPo Works - Tone of voice extract
BoPo Works - Tone of voice extract