Atoms is an ecommerce shoe startup that makes extremely comfortable shoes, designed to fit each person perfectly. Your right and left shoe can be ordered in different sizes – even makes quarter sizes. That means, if needed, you can get your right shoe in a size 10.25 and a your left shoe in a size 9.75. This attention to sizing ensures the best possible fit for the wearer. However, it can become overly complicated when you’re trying to convert busy online shoppers.

The founders of Atoms asked me to help them refine their brand voice and streamline their messaging hierarchy, while keeping their key message at the top of shoppers’ minds: Atoms are the most comfortable shoes ever.