Every business has a story.

A unique selling point. A tone-of-voice and signature style that's inimitable, memorable, and engaging.But sometimes, it's hard to find the words and the right style to make your website, book, brochure or press release come whirr to life. Your words need to hook into the hearts, minds and wallets of your audience.

When you speak with a voice that's truly authentic, appropriate, and audacious, you'll find it's easer to magnetise your ideal audience.

Because they don't buy what you're saying, or even what you're selling. They buy how you say it.

Here's how I've helped other businesses find clarity.

Can't find what you're looking for? Contact me for more examples of my work.


CoYo - A win for tummies everywhere!

COYO is Australia's number one dairy-free yoghurt, and for good reason too. Their product is unsurpassed in terms of quality and passion, which they already communicated effectively. 

With a new line of dairy free dips about to be launched, COYO required content that educated their existing customers and new markets on the health benefits of coconut. In wanting to appeal to dairy-free and dairy-lovers alike, we needed to educate without condescension, and inspire with authoritative sources.

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The Photo Studio - #1 - #3 on Google for 40 keywords

Do you know how many photographers there are in Australia?


I made that number up, but my point remains the same: there are thousands of photographers competing for your attention on Google. Luckily, The Photo Studio already had enough credos and clout to compete with the masses, connecting models with major agencies, and providing visual legacies for families, couples and more. They approached me to help refine their brand voice to increase conversions, and go after more profitable keywords too.

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Le Rose - #1 on Google for 'bridal robes'

Le Rose is an ecommerce boutique that makes gorgeous bridal robes and hampers for bridal parties in Australia and the US. Their original focus was on their Etsy store, but as their online profile grew, Le Rose required their own ecommerce platform.

And in 2017, they continue to design covetable robes for brides and babes alike. FLUX agency, one of Australia's best Shopify Plus experts, got in touch to help assist with creating compelling mobile-first content.

As with all fashion brands, it's not just about the product - it's about the way you make your target market feel. How do you romance a customer with such a small economy of words?

Seed Heritage

Australian retail icon Seed Heritage was ready to step into their next wave of excellence. Along with expanding into Asia and New Zealand, Seed Heritage was launching a new responsive website, ready to compete on the global stage.

In addition to creating new website content to specify their new shipping, returns and shopping policies, I also rewrote their company About Us page, and peppered their website with attractive micro-copy designed to get browsers clicking and buying. To finish off the project, I supplied their marketing team with a tone-of-voice guide to ensure consistency, clarity and cohesion with future marketing efforts.




As one of Australia's most respected and reputable high street mens' fashion brands, Politix has an image which is bold, cool and always ahead of the sartorial curve. In 2016, they needed a current tone-of-voice, creative campaign copy and sharp product descriptions to re-engage with the dapper men of Australia. What they got was fresh copy that spoke to the party boy who knows what's what, and isn't afraid to say it with his tongue firmly in cheek.

The Con-Nection

Nadia Bartel is Australian fashion blogger royalty, so her segue into e-commerce was a natural progression. Nadia knows style, and she knows girls love to shop. Together. But when it comes to the online world, the shopping experience can get a little lonely. Women want to feel like they're part of a community, or a part of the cool girl crowd. And The Con-Nection was made to create that feeling and to invite confident, classy and intelligent girls to join them.

By combining Nadia's classy charisma with her story of sisterly love, I created a tone-of-voice for The Con-Nection that was designed to re-engage time-poor women and encourage them to create their own sense of personal expression. It's all about confidence, class and creativity. 



daniel glass

daniel is a ladies' man. But he's just a glass water bottle - or is he? The founders of daniel glass approached me with a marketing quandary - how do you appeal to a tech-savvy audience of wine-guzzling, yoga-posing and insta-snapping females with...h20? How do you make hydration not only cool, but creative? The answer: with a sleek, sexy and stylish vessel, and a tone-of-voice that's funny, flirty and full of good old dirty humour. 

Pure Glow Cleanse

The health and wellness industry is booming worldwide, like a major explosion of confetti kale. So just how does getting your greens come to resonate with female Gen Y? It’s all in the messaging. Being healthy is not about keeping the doctor away – it’s about living your best life with almost-illegal amounts of energy! It’s about feeling beautiful, unstoppable and totally rejuvenated from the inside out. Health is hot, and Pure Glow Cleanse knows it.

Pure Glow Cleanse was undergoing a rebrand, and needed my help to create some super sharp, hard-hitting copy that oozed with a whip-smart personality. Through creating enthusiastic, informative and exciting copy that chimed with their audience of young, busy professionals with no time for woo-woo, Pure Glow Cleanse has gone on to become Western Australia’s leading juice cleanse delivery.



Chantilly Rouge

There's a problem with the adult pleasure industry - most companies target men. With a lack of women-oriented companies carrying the torch, entering a testosterone-saturated market required a bold approach that treated pleasure as part of a larger picture. That picture? Women's empowerment.

This meant Chantilly Rouge's story needed to be more than just about sex. The goal was to inspire, to excite and empower with body and sex positive language that started a dialogue.

By creating a powerful, classy and sexily persuasive tone-of-voice, Chantilly Rouge presents itself as a champion for women's sexuality. With the audacity of a modern-day femme fetale and a focus on interactivity, I was able to help Chantilly Rouge position itself as a world-class supplier of high-end adult accoutrements.