Case Study: Giving Dalza a Voice That Speaks Sense.
The Problem
A Groundbreaking Product With a Voice That Didn't Match
Dalza is an award-winning care coordination platform built for families of children with additional needs.
It was created by a parent who saw firsthand how chaotic and emotionally draining it can be to manage a child’s care across schools, doctors, therapists, and support systems.
The platform was quietly revolutionary — but its voice wasn’t. While the product solved deeply emotional and practical problems, the brand tone didn’t reflect the lived reality of its users: overwhelmed parents juggling endless admin, emotional labour, and invisible work.
Dalza needed a voice that could cut through bureaucracy without losing emotional intelligence.
A voice that was strong without being cold, and warm without being soft.
The Solution
A Distinctive, Three-Dimensional Brand Voice
I was brought on as a brand voice strategist and copywriter to create a tone of voice that matched Dalza’s disruptive product and deeply human mission.
My approach blended:
Strategic brand archetypes (Rebel, Sage, Caregiver)
Deep immersion in the parent audience’s lived experience and language (through voice of customer research)
Messaging architecture grounded in clarity, challenge, and calm
Together, we developed a tone that was:
Refreshingly Real (the Rebel): Honest, clear, no jargon, no euphemisms
Wickedly Wise (the Sage): Insightful, emotionally intelligent, quietly witty
Supportive Sidekick (the Caregiver): Empowering, never patronising, always on the parent’s side
What Was Included:
A complete tone of voice strategy and playbook (including Do’s/Don’ts, examples, messaging filters, and tone pillars)
Audience personas, psychographics, and pain points
Core messaging and elevator pitch development
Brand archetype refinement and emotional positioning
Copy guidance for global use (accounting for terminology and sensitivity in Luxembourg, Portugal, and South Africa)
The Outcome
A Voice That Makes Parents Feel Seen
The Dalza tone of voice now feels like a trusted friend who’s been through the system and knows how to talk about it. It's a voice that parents immediately relate to.
It’s a voice that reflects both the problem and the possibility — delivering calm without condescension, and clarity without coldness.
Bringing It to Life: Voice in Action Across Every Touchpoint
Since developing the tone of voice, I’ve worked with Dalza on an ongoing basis to bring that voice to life across:
Website & brochure copy
Email sequences (cold, onboarding, event invites, nurturing, re-engagement)
Facebook and Instagram ad campaigns
Organic social content
Event campaigns (including the inclusive Dalza Family Party)
School and therapist onboarding materials
Partner outreach and brand awareness
WhatsApp group messaging (adapted for platform context and tone)
Each piece of copy is designed to not only explain what Dalza does, but help parents feel what Dalza means — which, for many, is simply: relief, recognition, and real support.
Want to create a brand voice that actually sounds like your users and sells like you mean it? Let’s talk.
