What I *actually* do
Brand
- Brand identity development
- Brand messaging strategy
- Tone of voice development
- Employer brands, sub-brands and toolkits
- Names & taglines
Content
- Web copy
- UX & in-app copy
- Content strategy
- Email sequences
- Lead magnets
Previous Work
A lot of the best work I do is either white-label work or internal brand documentation which I'm not allowed to share. Here's a taster of what I can share.
Brand + Content |Hello Uncle + Pauly's Deli
Bringing flavour to bland brands
When old school deli/cafe Hello Uncle was getting ready to launch, the last thing they needed was a brand story that captured the essence of who they are. Something that evoked an instant sense of familiarity. They loved the brand story I wrote for them so much they put it front and center on their home page, and came back a couple years later to get the same work done for Pauly's Deli.
Brand + Content | Agency Partnership
Placemaking partnership with We Are Example
After working with We Are Example on several freelance projects, I came in-house for around 6 months. In that time, I worked on messaging, strategy and content for several projects, including:
- Strategy, social and content for The Star
- Brand, messaging and content for Q Station
- Brand identity, copy and content for the soon-to-relaunch Kurrajong Hotel
- Brand identity, copy and content for Larrie's Merewether
Brand | Agency Partnership
Employer brand for AACo
I teamed up with agency We Are Unity to help bring to life an employer brand for Australia's largest integrated cattle and beef producer, and is the oldest continuously operating company in Australia. Although they had a defined external brand, they needed something to more specific to guide their communications with current and prospective employees. As the sole copywriter and messaging strategist on the project, I worked alongside the brand designer to make sure that the brand guide, web copy, and photography style guide were thorough, cohesive, and effective.
Brand pillar development. Brand personality definition. Tone of voice guide. Headline bank. Headline & tagline usage guide.
See the brand work in action on their website.
Content | Agency Partnership
Setting SEO straight for iSelect
When Fenton Stephens were tasked with updating a whole lot of content for iSelect, they called me in to help. The content had to be SEO optimised, with updated information and accurate referencing, all while bringing each article into iSelect's fun yet informative tone of voice. I lost count of how many articles I did for them...upwards of 50. Here's one on Health Insurance Premium Increase 2023. Not your jam? How about Telehealth in Australia or The 5 Stages of Life Insurance?