YINOVA

Tone of Voice

Content Strategy

book launch & content strategy

Dr. Jill Blakeway has led her team at Yinova to become one of the most loved and well-respected acupuncture and healing practices in NYC. They’ve earned a reputation as the go-to place for women’s reproductive health and fertility support.

In Spring 2019 Jill launched her third book, Energy Medicine: The Science and Mystery of Healing. A travelogue meets memoir moves from the scientific to the mystical and back again. From research labs at Stanford and Princeton to a Chinese Qi Gong master who manifests healing herbs directly from her palm—Blakeway explores the traditions and innovations of the venerable art of healing. She also shares her personal story of discovering energy medicine and becoming one of the most sought-after healers in the world.  Firstborn worked closely with Jill to unpack the book’s rich content and to develop a strategy that could effectively introduce the book to a range of audiences.

Yinova also tasked Firstborn with refining their brand voice. We took the existing strategy and pushed it to the next level, creating a more defined persona for the brand and practical guidelines for a distinguished voice. We then helped the team create content strategy and editorial direction for the launch of their new new site and blog.