The brief
Health Gossip already had a distinct editorial voice and an engaged community. Its introduction, though, was broad enough to describe many wellness publications. Lily came to me to clarify what made Health Gossip distinctive and give it a direction for growth.

The direction
As I read through the archive and reader conversations, I noticed that women were already using Health Gossip to compare notes on their lives. I used that insight to develop the positioning, draft messaging for Substack and shape the editorial plan.

The work
I developed The Realignment, a brand strategy that translated the positioning into messaging for the homepage, About page, and Substack bio. I also created a voice guide, a publishing plan for the recurring editorial series, and a 90-day roadmap to help new readers discover Health Gossip and understand what a paid subscription offers.

“Halldóra took the time to really get to know Health Gossip. Our conversations helped me see what was already working and where I wanted to take it next. She put into words what I’d always felt about the publication, in a way that still sounded like me.”

- Lily Sperry, founder of Health Gossip