Billiwild: Strategic Brand Positioning & Website Copy for Launch
Billiwild is a Dutch design-led startup on a mission to reconnect people with nature through its flagship product, the Living Oasis—a modular, self-watering vertical garden system. In a market where living plant walls are either expensive or DIY-intensive, Billiwild offers an accessible, all-in-one alternative designed for modern living spaces.
Project Overview:
Ahead of their launch, I partnered with Billiwild to shape their core messaging, refine their website copy, and guide brand positioning through strategic research. At the heart of my work was a foundational copy research report, designed to guide the brand’s tone, narrative, and web content.
My Contributions:
Extensive Market & Messaging Research:
I produced a comprehensive brand positioning report covering:Product analysis: Functional benefits, USPs, and customer pain points.
Competitor landscape: A study of 10+ direct and indirect competitors, analysing copy tone, positioning, and gaps in the market.
Customer insights: Deep-dive research into the indirect voice of the customer (IVOC), using forums, reviews, and social media to identify common objections, aspirations, and desires.
Strategic Messaging Development:
Using insights from the research, I helped shape:Billiwild’s brand voice and tone guidelines
A core messaging framework for their product and homepage
Recommendations for navigating consumer concerns around maintenance, damp, and complexity—while reinforcing the emotional benefits of biophilic living.
Website Copywriting:
Among other contributions, I wrote and refined the key copy for:Homepage hero section and product introduction
Icon-led feature highlights
About Us narrative
Calls to action and taglines, including messaging behind
“Nature’s Masterpiece, Inside”User Journey Recommendations:
Advised on streamlining product options to reduce decision fatigue, aligning site structure and clarity with Billiwild’s core promise of simplicity and ease.
Impact:
The final deliverables helped sharpen Billiwild’s brand identity ahead of its public debut. My work ensured their site messaging aligned with customer psychology and market expectations—positioning Billiwild as not just a product, but a mission-driven movement to bring the beauty of nature back into daily life.
“Working with Will felt like having a true partner in the process. He brought not just clarity and structure to our messaging, but a genuine care for our mission. His deep research helped us find the right voice, and the response to our website copy has been overwhelmingly positive—we’ve had so many compliments. We’d recommend him to any brand looking for thoughtful, research-driven copy that connects with the targeted audience.”
— Quinten van Duin, Co-Founder, Billiwild