Copywriting for a Productivity App:

FocusFlow

  • Flow over force. FocusFlow helps you move through your day with clarity, calm, and purpose—making space for what matters most.

  • To support modern humans in building mindful momentum—through productivity tools that work with your energy, not against it.

  • To redefine productivity as something sustainable, supportive, and self-aware—so people can thrive without burning out.

  • Uplifting / Clear / Encouraging / Smart / Lightly Playful

  • Momentum, made mindful. 

BRAND MESSAGING

Young woman in her 30s walking through the city with headphones around her neck, smiling as she looks at her phone—capturing the calm, confident energy of using the FocusFlow productivity app on the go.

BASED IN SAN FRANCISCO, FOCUSFLOW IS A MODERN PRODUCTIVITY APP DESIGNED TO SUPPORT HOW REAL PEOPLE MOVE THROUGH THEIR DAY—WITH INTENTION, CLARITY, AND EASE. FROM MORNING RISE TO WIND DOWN, THE APP HELPS USERS TRACK THEIR MOOD, PLAN THEIR TASKS, AND STAY IN FLOW—ALL IN ONE CALMING SPACE.

Founder and creative director Eric Chen came to me with a sleek visual identity and a forward-thinking concept, but the brand messaging was still in beta. He wanted FocusFlow to feel light, supportive, and human—not just another hustle-focused productivity tool.

My solution? To craft a clear, motivating voice that matched the minimal design and calm UX—starting with foundational messaging, naming key features, and writing microcopy for the app and website that feels as intuitive as the product itself.

Together, we crafted copy that helps users feel guided—not pushed—every step of the way.

Mock-up of six FocusFlow app screens, including the welcome screen, user goals prompt, focus blocks introduction, nudge reminder, productivity dashboard, and start-my-day setup—showcasing the app’s full user experience for a copywriting portfolio.
Website layout of the FocusFlow homepage, featuring copy that introduces the app’s purpose, features, and mindful approach to productivity—designed to showcase brand messaging and user-focused copy in a clean, modern interface.

APP SCREENS + MICROCOPY

WEBSITE

“Julie has a gift for turning scattered thoughts into clear, compelling copy.”

Every brainstorming session felt like a conversation with someone who just got it. She asked thoughtful questions, stayed one step ahead with organization, and captured our brand’s tone perfectly. What we ended up with was beyond what I imagined — clean, impactful, and truly us.

ERIC CHEN / CREATIVE DIRECTOR, FOCUSFLOW

A young man with short black hair wearing a blue long-sleeve shirt, standing with arms crossed in front of a white wall, looking at the camera.

Give your users a gentle guide.

Let’s shape messaging that feels intuitive, encouraging, and just the right amount of nudge.

Ready to guide, not push?