Brand Tone

supportive, empathetic, and community-focused

Brand Values

• •Community
• •Well-being
• •Practicality
• •Empathy
• •Reliability

Best Practices

• •Speak the Insider Language: Consistently use terms like R&R (Rest & Relaxation), swing, roster, on-site, and downtime. This builds immediate credibility and rapport with the target audience.
• •Lead with Empathy, Follow with a Solution: Always acknowledge the specific challenge (e.g., loneliness, complex schedules, family disconnection) before presenting the app's feature as the practical solution.
• •Balance Practicality with Emotion: While the app's features are practical (roster management), the benefit is emotional (less stress, better relationships). Copy should connect these two elements. For example, Sync rosters with a tap (practical) so you can plan that surprise birthday party (emotional).
• •Champion the Community: Actively use user-generated content, testimonials, and questions to foster interaction. Frame the brand not just as a tool, but as the hub for the FIFO community.
• •Maintain a Supportive Tone Across All Platforms: From app update notifications to social media replies, the voice must remain consistently helpful and encouraging. Avoid overly corporate or technical jargon. The tone should always feel like it's coming from a supportive friend in the industry.

Social Perception

FIFO Life is perceived positively as an essential tool for those in the FIFO industry. It is highly rated for its comprehensive features that extend beyond roster management to include vital mental health and family support resources. Users and reviewers describe it as a must-have and an ultimate companion that makes the lifestyle more manageable. The app is praised for its ease of use and responsive customer service. The broader social context is a growing awareness of the mental health challenges associated with the FIFO lifestyle, including loneliness and strain on relationships. FIFO Life is seen as a proactive and necessary solution to many of these well-documented issues.

Copy Examples

• •Your Roster is Chaos. Your Downtime is Precious. Your Partner is Wondering Which is Which. Bring it all together with FIFO Life. The app that gets your life.
• •The countdown is on. Stay connected to what truly matters, no matter the distance. Our family-sharing features keep everyone on the same page, so 'welcome home' is always just around the corner. #FIFOLife #FamilyFirst #FlyInFlyOut
• •FIFO Life: Manage the roster. Master the chaos. Maximize your life.
• •Built by a FIFO worker who's been there. We know the 3 a.m. wake-ups, the missed birthdays, and the schedule juggling. That's why we built more than just a roster app—we built a support system. From mental health resources to budget tools, take control of your FIFO life.
• •What’s the one thing that makes your R&R feel like a true break? Share your best tips below! 👇 #FIFOCommunity #WorkLifeBalance #Downtime