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FINATICS
Saving sharks and selling sweats.
FINATICS is apparel with a mission to end shark finning. I directed the brand voice, structured the content and wrote every email in its welcome, cart and win-back flows.
The brief
The founder started FINATICS in 2020 and gives 10% of net profits to shark conservation. Communicating the cause and the feeling of blue mind made for an effortless, purposeful sell. Coastal wordplay with a straightforward mission placement woven in naturally to the emails was the answer.
My approach
Blue mind: the peaceful, contented state felt from being in or near water.
Mixed with purpose
“We cannot create change without each other. At FINATICS, our mission to save sharks and our oceans is comprehensive.
We create our products to capture the essence and energy of the oceans’ apex, honoring their fierce adaptability, and their crucial role in balancing and maintaining the health of marine ecosystems.”
What I did
- Wrote a three-part welcome flow: the offer, the product, the mission
- Wrote the abandoned cart and win-back emails
- Wrote campaign emails, including the Earth Day launch
- Set a content structure that lets the mission show up without crowding the product
My lines
Long time no sea.
Found at sea. Dive into our favorites.
Don’t float away.
A wearable mission.
Make every moment coastal.
