Shaping the new voice of Nitro

Over a period of several years, Nitro transitioned from a quirky PDF startup to an enterprise-grade document solution. The business was there…but the brand wasn’t. In late 2017, our marketing team outlined a clear goal: Mature and refine the Nitro brand while preserving our unique personality that made us “us.”

As our one-woman content team, I redefined the voice of Nitro. From writing a new website (100+ individual web pages!) to creating a unified style guide, I used our new foundational brand words to shape a voice that was knowledgeable yet human, playful yet professional.

Over a six-month period, I rebuilt our web content, emails, ads and collateral from scratch, crafted the company’s first tagline, wireframed user experiences in Adobe Illustrator, and evangelized our new voice to the rest of the company. But through it all, my biggest priority was to make our content about our customers, not us — flipping our traditional talking points about features and functionality into relatable narratives that highlighted real people, real benefits and real use cases.

Check out a selection of those assets below.

Website Pages

Nitro homepage

nitro pro product page

Nitro Pro feature page

Digital Transformation Solutions page

Ad Campaign

Emails