Case study
Koi Studios
Building cohesive brand language and AI-supported content workflows
Content strategy
UX writing
AI automation
The challenge
When a brand's voice lives in people's heads rather than in a shared system, the cost is invisible at first. A slower review here, a slightly off-tone post there. Then you try to bring AI into the workflow and the inconsistency becomes impossible to ignore. AI drafts are only as good as the guidance you give them, and without clear voice infrastructure, every output needs heavy editing to sound right.
That was the situation at Koi Studios, a purpose-driven product design studio partnering with mission-led teams to create thoughtful, human-centered experiences.
The brand was strong and the work was distinctive, but key messaging decisions lived with individuals rather than in a system the team could rely on. As Koi expanded across web, social, and editorial surfaces, content work was taking longer than it should, reviews were slower, and AI-assisted drafts weren't landing without significant manual correction.
The goal was building the infrastructure that would let the team create confidently and scale without losing what made the brand feel like Koi.
What we did
I came in as a strategic content lead to clarify brand language and design content workflows built around how the team actually worked.
The approach: focus on real drafts, real decisions, and real publishing needs. Design shared language and AI-supported workflows the team would use rather than polished documentation that sits on the shelf.
Work spanned: voice and tone framework · website messaging · AI prompt frameworks for blog, LinkedIn, TikTok, and newsletter · content workflow design
Impact
Content became more consistent, scalable, and efficient:
2x publishing frequency without added effort
30% faster content cycles from draft to publish
90% on-brand AI outputs after voice framework implementation
Significantly stronger brand consistency across web, social, editorial
How we got there
Voice and tone framework: The existing brand had a clear aesthetic but no shared language for how it should sound in writing. We built a practical voice and tone system anchored in real examples from Koi's existing content.
Website messaging: Key pages were doing the work of describing Koi's services without clearly communicating the value of working with them. We refined positioning and rewrote core pages to help visitors quickly understand what Koi does, who it's for, and why it's the right partner, tightening the conversion flow without losing the brand's distinctive voice.
AI prompt system: With voice infrastructure in place, we designed prompt frameworks for blog, LinkedIn, TikTok, and newsletter content that gave AI the context it needed to produce on-brand drafts. The system achieved 90% on-brand outputs, cutting editing time significantly and doubling publishing frequency without adding headcount or effort.
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