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Ali worked closely with the team at Massachusetts-based furniture brand Moku to develop its tone of voice ahead of the brand’s 2023 relaunch. The project focused on the introduction of a new retail website that would celebrate Moku’s slow design philosophy and highlight its commitment to ethical production processes. Through the creation of a set of clear tonal values, Ali was able to help Moku embark on its new chapter with thoughtful and engaging website copy.