Brand voice
I defined how Dee sounds online, so every caption reads like her rather than a brand account.
Case study · Dee Allen
Building a brand that keeps pace with a pro athlete
Triathlon takes up almost every waking hour, which leaves very little time for building a brand. Dee needed a consistent voice that would position her for sponsorship and the opportunities that follow, without losing what makes her her.
Dee Allen
A consistent voice.
Still completely hers.
The challenge
Training, recovery and racing leave little room for anything else. Posting was sporadic, the story behind the results wasn't being told, and sponsors had no clear picture of who Dee is away from the start line.
What I did
The work, week in, week out
Content planning
A monthly plan built around her season, from training blocks to race weeks, with fresh angles beyond the usual training updates.
Writing and publishing
Captions written and posted for her Instagram, so the feed stays active through the busiest parts of the season.
Content shoots
An open-water shoot at the lake and a gym session with her sister, giving her a bank of strong, consistent imagery for the months ahead.
On location
Shot by James & Co. in the water and the gym
In her words
Before working with James & Co., social media was something I constantly struggled to stay on top of. What's made the biggest difference is that nothing feels forced or inauthentic. My voice is still completely mine. It just finally feels structured and consistent.
Dee AllenProfessional Triathlete
- A feed that stays active through race season
- A voice sponsors can recognise
- A content bank for the months ahead
- Less pressure, more time to train
Could your business use the same?
Let's talk about where you're stretched and what would help.
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