FC Mother

FC Mother is a Brazilian nonprofit dedicated to supporting pregnant women in vulnerable situations through an AI-powered community-building and educational platform. When we began working together they were at an early and critical stage: figuring out what their product would look like for Brazilian users, while simultaneously needing to communicate their vision to US-based funders.

Those are two distinct communications challenges that have to work in harmony — and getting that right for a brand-new organization, in two languages and two cultural contexts, requires more than good writing. It requires strategic clarity about who you are and what you're building.

Over four months I supported communications to address both sides of that challenge — helping FC Mother establish a coherent brand voice that could speak authentically to vulnerable women in Brazil and compellingly to international donors in the US.