Copywriting / Give your brand a voice.
Slogans & brand messaging
Slogans, taglines, value propositions and voice guidelines that express what makes your business worth choosing.
A closer look
What should people remember about you?
These directions make different choices: an action, a feeling and a recognisable moment. The playful line needs explanatory copy beside it. The final choice depends on the audience and how the line will be used.
Illustrative example
Three directions for a weekly planning app
Practical: Give every task a next step.
Reassuring: Start the week with a little more clarity.
Playful: Your Monday brain has enough tabs open.
A demonstration of the approach, written for this page. Not a client project or a measured result.
How I approach the work
From the brief
to the right words.
- 01
Find the central idea
Describe the audience, their situation and the difference the business can actually deliver. Choose one thought worth remembering.
- 02
Explore distinct directions
Develop alternatives with different angles, rhythms and levels of personality. Changing one adjective is not a new direction.
- 03
Test the line in context
Read it on the homepage, beside the product and aloud. Check whether it is understandable, credible and consistent with the rest of the voice.
The scope
What we can
build together.
A single deliverable, a connected campaign or ongoing support. The scope, timing and review rounds are agreed after the brief.
- Slogan and tagline directions with rationale
- Value proposition and supporting messages
- Voice principles with do / avoid examples
- A shortlist refined against the agreed brief
Published writing
Related work.
A product homepage that explains the whole workspace.
Homepage copy introducing TaskNote as a free note-taking app with kanban boards, reminders and on-device encryption.
A restaurant homepage with a direct invitation to visit.
A New York-style pizza and wine homepage that quickly gives visitors the concept, locations and ways to order.
A brand story with a sense of place.
A pizzeria’s origins, personality and product details brought together in one website narrative.
The story behind building TaskNote.
A founder journal entry explaining the problem, product direction and decision to build in public.
Before we start
A useful brief
makes a difference.
Tell me what you sell, who you serve, the promise you can support and where the messaging will appear.
Working in another market? I can translate and adapt the copy around local keywords, terminology and audience expectations. Tell me the language and country the work is intended for.
For editing, include the existing version and what you want to improve. For new writing, share any evidence or product details the copy must reflect.
Connected services
Your next project
What do you need
the words to do?
A page, a campaign, a clearer version of what you already have.
Tell me about the audience and the task.