Copywriting and brand projects
Copywriting and brand projects
Website copy, brand messaging, product launches, and content for brands where the writing has real work to do. I can write a single piece or come in at the strategy level, defining the messaging framework and executing against it. Most projects sit somewhere between those two things.
Brand voice and website copy · Brain Theory
Brain Theory: writing for a brain health brand
Brain Theory is a clinically developed brain health supplement that needed a full website built from scratch. The brand had to establish scientific credibility without tipping into cold clinical language or the fear-and-urgency framing that runs through much of the health supplement category. I wrote the complete site, translating twelve brain recovery hypotheses into clear, human copy for an audience ranging from burnt-out professionals and new parents to people with existing brain health knowledge. The goal was to feel serious and trustworthy without biohacking language or emotional pressure.
Approved with no major revisions by the client and their US-based agency.
Rebrand strategy and launch copy · sixty markets
Rebranding Whisk to Samsung Food across sixty markets
When Samsung rebranded its acquired startup Whisk to Samsung Food, I led the end-to-end rebrand strategy and execution. This covered positioning, messaging hierarchy, tone of voice, and all user-facing communications across the app, website, lifecycle emails, app stores, social, and PR, across eight languages and sixty-plus markets. The launch was anchored at IFA Berlin.
The rebrand generated more than eight million dollars in earned media from PR coverage.
Content architecture · new product launch
Building the content for a personalised nutrition coaching product
Currently building the content architecture for an unannounced personalised nutrition coaching product due to launch this year. The work spans in-app copy, individual activity content, and the lifecycle email sequence that guides users through their health journey. Alongside writing, I am directing a team of specialists and freelancers and setting the messaging frameworks that hold the product experience together.
More detail can be shared in conversation once the product is publicly announced.
Editorial strategy and SEO · four brands
Scaling editorial across four insurance brands
Across PD Australia, PD New Zealand, Rapid Solutions, and Blue Badge Insurance, I built editorial systems from the ground up: content calendars, SEO strategy, website copy, and editorial guidelines. The work had to balance strict regulatory requirements with content that is genuinely useful to readers and converts.
Blog traffic grew 58 to 77 percent across two brands. Overall search traffic increased 40 percent.
Want to see more?
These are highlights from a larger body of work. Additional examples covering UX and in-app copy, push notifications, social ad copy, lifecycle email sequences, insurance content, and financial services writing are available on request.
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