Copywriting.
like other copywriters, only good.
Here’s a few brands I prepared earlier.
nudy rudy
Nudy Rudy makes soap without the opera. This brand is all about good clean fun – literally. They needed packaging copy that made people stop in the supermarket aisle, chuckle, then immediately throw all their existing soaps out the window.
intrepid travel
Intrepid wanted something fun and conversational that ticked off their key USPs. I streamlined their old About section, wrote new page copy and avoided the phrase ‘hidden gem’ wherever possible. The result? Clicks are up. Clichés are down.
RMIT
RMIT University got in touch with a problem: they were launching gazillions of new tech-related short courses, but there was no-one to actually write the damn things. Long story short – I wish I’d done this job before investing in Bitcoin.
otto
When I took this job, Otto wasn’t called Otto. It was called ‘IT Company Naming Project v3’. These guys do IT, but not the boring, corporate sort of IT. They needed a name, tone of voice, new website, and a double shot of personality.
netball australia
Australia’s national Netball organisation needed a new website. Something really simple for kids, parents, athletes, umpires and assorted hangers-on. I applied some zinc cream, chucked on a bib and got to work.
ritual hockey
Ritual Hockey don’t just make hockey sticks. They make the best hockey sticks known to science. Seriously, you could re-enter Earth’s atmosphere on one of these Kevlar-carbon beauties. My job was to make them sound the way they looked.
Eva
Award-winning furniture brand, Eva, were doing a top-to-toe refresh, and they needed a shiny new TOV to go with it. I whipped up packaging copy, messaging collateral and a tone of voice guide (avoiding the word ‘luxe’ wherever possible).
Juicies
Getting kids to eat fruit is a pain. But getting kids to eat blended fruit that’s been wrapped in cool packaging then frozen is surprisingly easy. NZ icon, Juicies, needed taglines and campaign collateral to crack the Australian lunchbox market.
Wildbark
Wildbark used to be called Mulligan’s Flat. It’s a stunning nature reserve, just outside Canberra, but they needed a new name and flash branding to get kids to look up from their iPhones. I did my best, but TikTok is like crazy addictive.
Local Organic Delivery
Meet Local Organic Delivery. Or as I like to call them, the world’s smallest farmers market. This brand delivers farm-fresh produce direct to your doorstep, but they needed words to bring the whole organic, field-to-fork vision to life.
Vox Booths
Soundproof on the inside, sexy on the outside. That’s Vox. These guys make private, cone-of-silence work pods for busy offices. They needed web copy and a tone of voice that cut through the noise (so to speak). Now look busy – your boss is watching.
Vinni
Vinni are basically sommeliers on speed dial. You ring them and they bring over a bottle of wine. This brand wasn’t afraid to push tone of voice all the way – always a good thing for a copywriter. Don’t forget to let the wine puns breathe.
LVL UP
Australia’s leading energy supplement label needed a new brand tagline, more attitude, and a message bank they could draw from for future campaigns. The result? One colourful, flavour-packed glow up. Time to LVL UP.
Kura Kura
If you haven’t heard of Kura Kura, they’re basically Bali’s leading craft beer brand. The brief for this one was: “Can you make us sound how Bali feels?” I rolled up my sleeves, threw on a Bintang singlet and ordered some nasi goreng.
Matthews
Finally, a real estate agency that didn’t want to sound like a bloody real estate agency. Matthews doesn’t do hair cream and BMWs, but they do have excellent taste in copywriters. The job included web copy, TOV and lots of industry-subverting collateral.