Big-picture strategy, brand messaging, and copy that complies.
From interpreting briefs to navigating approval processes, I keep brand communication projects free from fluff and fuss.
THE FORMULATORS THAT PRODUCT DEVELOPERS GO TO
Website copy and brand expression for a bespoke formulation business
THEIR PROBLEM
Their website refresh stalled when the copy supplied to the developer wasn't fit for launch. The existing copy lacked business logic, a consistent tone of voice, and a genuine understanding of the industry. Their audience of brand owners and senior product developers needed a clear reason to choose them over one-stop shops.
MY APPROACH
I developed clear and consistent messaging, from large edits to the finer details (‘formula’ as a deliverable and ‘formulation’ as a process; softening the science-speak from ‘laboratory’ to ‘lab’). I integrated words and phrases that are relevant to the business and target market, while emphasising tangible commercial and operational benefits.
THE SOLUTION
The project moved from roadblock to rewrite. The business has website copy that speaks to beauty decision-makers in their own language. It makes a commercial case for separating formulation from manufacturing, and puts the team's proven track record front and centre. I positioned the business and its team members as experts in the field by highlighting their accomplishments and reputation in the industry.
ONE OF AUSTRALIA’S LEADING SKIN CLINIC BRANDS
Brand expression, product and service descriptions, website copy, and campaigns for a skin clinic brand
THEIR PROBLEM
A newly created role in the creative team needed someone with in-depth knowledge of beauty services - not just copywriting skills. Technical treatment information needed to consider new and repeat clients at every stage of the booking journey.
MY APPROACH
I applied firsthand clinical knowledge from my Dermal Therapy qualification to copywriting tasks – both client-facing and internal. I brought an understanding of the brand and wider industry from the inside (as a practitioner) out (as a consumer).
THE SOLUTION
I collaborate with this client in an ongoing capacity, providing consultation and 0supporting the creative and marketing teams. For example, I contributed to brand expression and strategy documents to secure executive and investor approval for a refreshed tone of voice and messaging. These brand expression guidelines now shape every touchpoint, from website copy to service descriptions and EDMs.
RESEARCH DEPARTMENT WITH INSIGHTS TO SHARE
Editorial and long-form for a worldwide FMCG company
THEIR PROBLEM
The research department had valuable industry insights to share with its global beauty department. The data itself was juicy, but as it was presented to the creative team, the numbers fell flat and felt bland. Plus, any content had to clear a multi-layered internal approval process before it could be published.
MY APPROACH
I led the editorial strategy for an internal magazine designed to educate and inspire business leaders. I turned data and research into narrative-led features that give the numbers context and meaning. I also contributed ideas beyond the brief and adapted to changing requirements.
THE SOLUTION
An innovative, interactive internal publication brought the data to life with a distinctly editorial perspective. Just as importantly for the client, the final deliverables moved smoothly through internal approvals and reached the global beauty department at a critical time.
THE BRAND MAKING CLINICAL TECHNOLOGY ACCESSIBLE
Product packaging, website copy, brand expression, and editorial and long-form for a skincare device brand
THEIR PROBLEM
A new brand was entering an emerging category, and most consumers were unfamiliar with the technology. Complex technical information had to become clear, benefit-led communication. The brand required a credible, premium tone that still felt approachable and complied with relevant regulations.
MY APPROACH
I articulated scientific information into digestible sentences with benefit-led descriptions and simple explanations. I achieved this by creating a glossary of terms and presenting scientific concepts as easy-to-follow lessons. I blended clinical information with an approachable tone to support the device's premium price point.
THE SOLUTION
Soon after launching, the brand earned media coverage in top-tier Australian beauty, fashion, and lifestyle titles and gained recognition as an award-winning product. It also built a highly engaged community whose user-generated content now works as social proof.
"Amy is so easy to work with! As soon as we sent her our first brief, she understood the brand straight away. She is truly collaborative to work with and is always open to feedback or finding ways to improve our ways of working. Highly professional and such high-quality work, I would work with Amy in a heartbeat.”
Chelsea Octaviano, Product Development Manager, MCoBeauty.