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Verve
Brand strategy and tone of voice guidelines
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In 2021 Vruchtvlees, a successful Dutch design agency, relaunched as Verve, with an English language website. To smooth the transition, I was asked to sharpen the main positioning statement, refine the tone of voice and craft the copy for their whole site. It went so well that we now work together regularly, developing tone of voice documents, copy guidelines and final copy for more than 15 clients in industries from fintech to document management software.
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Project Moore
Jargon is illegal
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The only thing more difficult to understand than a letter from the taxman (or taxwoman) is one from a lawyer. Fortunately I was on the right side of the law when working for Project Moore, an IT law firm. I was asked to turn their legal expertise into language that everyone could understand without resorting to IT law for dummies. I learned the difference between IT and ICT, why you should always read a pop-up box, and why cookies really take the biscuit.
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Spark
Clear, compelling storytelling
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Spark empowers young people in fragile states to study, work and grow their own businesses. While relaunching their website, they found it difficult to communicate their message effectively. I was brought in at the eleventh hour to tell their story clearly and concisely. What started as a copywriting brief developed into a strategic path that established a tone of voice that matches the dynamic, empowering work Spark does.
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