The Work Behind The Results
This is what it looks like when you combine sharp thinking with deep empathy. And use it to fix what’s not working, unlock what’s next, or help a brilliant idea land properly.
Every project here started with a different brief: a muddled message, a messy funnel, a fast-growing brand with no clear voice.
What they have in common is this: by the end, the business was easier to explain, easier to trust, and easier to buy from (Which is kind of the point).
Scroll through to see how.
Strategic messaging and website copy for a complex B2B platform
Propelon (formerly Q2E) was pivoting, and needed messaging that could speak to very different buyers – from sales leaders to engineering teams – without losing clarity or credibility.
I developed a flexible brand narrative, simplified their positioning, and created audience-specific messaging that helped them communicate value across use cases.
(Full case study coming soon)
Growth is great, but not if it means you’re constantly having to be on top of every little detail.
Last year, I partnered with Evolution Engineers, a rapidly growing digital marketing agency wrestling with their brand voice. Founder James Lee and I dove deep into their unique identity, their ideal clients, and how they truly wanted to communicate.
As part of the process, I crafted a comprehensive Brand Messaging and Tone of Voice Guide that captured their essence and set clear guidelines for the whole team. So they got a consistent, authentic voice that resonated with their target audience and stood out in a sea of marketing jargon. All with a dash of their signature data-driven wit.
We also freed James from the endless loop of content corrections, giving him back 10 hours a week to focus on strategic growth.
Jevon Baby wanted to launch their brand with a wearable breast pump product; keeping scope to increase their offerings further down the line.
They were struggling with their positioning, and how best to connect with their ICP. We walked through my tried and tested brand messaging process before working on their website and email flows.
They launched with confidence and success in their market. With a website that speaks directly and empathetically to their ideal customer.
Building a brand that reflects what your customers are really buying
With strong sales on Amazon but no clear brand identity, Pulse of Home was ready to go direct-to-consumer.
I developed their full messaging framework based on customer research and founder interviews, helping them move beyond placeholders and speak directly to their ideal audience.
Turning deep technical expertise into something clients connect with
Dark Knight IT was struggling to explain what they did in a way that felt human.
I rewrote their website copy to reflect their values and personality, while still showcasing their authority.
The result was a clearer message, a stronger brand voice, and a better experience for non-technical buyers.
Plum Deluxe was built on the passion of their founder and their committed community. They had recently elevated their visual brand, and wanted a new brand message and story that spoke to their product’s quality – without losing that heart.
I interviewed their team, and spent time with the community, and devised messages that would appeal to their 3 distinct customer segments.
The end result was a brand message that captured the heart of Plum Deluxe, and helped them grow past their local roots. All showcased on their website.
Andy, Plum Deluxe’s founder said:
“Peta was wonderful to work with. She provided excellent insight and asked incredible questions that allowed her to bring our company to life on the page.”
Strategic messaging for an executive coach's unique style
Susan is an executive coach who knew exactly what she did – but couldn’t explain why someone should choose her.
Through her Brand Messaging Guide, we defined a clear, differentiated position in a crowded market and built the language to express it across her website, offers, and content.
The result is a brand that feels confident, consistent, and unmistakably hers.
Helping a bold idea stand out in a crowded space
Krystle, a therapist-turned-founder, had created something thoughtful and unique – a dating platform rooted in self-awareness and emotional safety. But she was having difficulty explaining exactly how it worked (and how groundbreaking it was).
I helped her define the core promise, clarify her positioning, and develop a brand voice she could use with confidence.
Website rewrite for a mindset coach
Kristin came to me as she was getting ready to launch her mindset coaching business. She needed a simple website that demonstrated the transformation she could bring to her clients. She wanted to show her skill, but she didn’t want to make it all about her.
We worked together in my VIP Package. I distilled the essence of her brand and her voice, and I talked to some of her clients. Creating a simple but compelling website that drew people in.
Here’s what Kristin had to say:
“I was so overwhelmed by my website. But you took away that feeling and made it so easy. Taking the info I gave you and making it serve me in the right way.”
Helping birth a new brand from the very beginning
Brilly was created to solve a specific problem – the lack of properly supportive sports bras in bigger sizes (that didn’t feel like torture devices).
I came in early to work with this passionate team. Together we shaped their brand voice, developed strategic messaging, and created copy across their website, email flows and ads.
Everything was built to reflect the energy and confidence of their audience, and their cheeky and knowing vibe, without falling into tired fitspo tropes.
(Full case study coming soon)
Positioning a purpose-led brand at launch
MyTreehood makes tree adoption simple, tangible and transparent. But they needed help turning that mission into a clear message that demonstrated the real benefits to the right audience.
I worked with the founder to develop brand positioning, voice, and messaging across their website and launch content. The goal was clarity and credibility, without losing the sense of optimism at the heart of the brand.
(Full case study coming soon)
A website that feels as easy as the product
INTUIT focuses on helping companies design their office space to fit the new way of working, offering employees what they couldn’t get working from home.
The whole website needed to reflect intuitive movement, collaboration, and creativity. And it needed to be simple enough to be translated into Estonian.
I worked collaboratively with the design team on the Figma wireframe, producing copy and the key brand messaging needed to inform emails and social posts.
Making sales on calls but not through your website?
A baby sleep consultant was struggling to get the sales page for her online course to convert. While she always made sales in person, she hadn’t managed to get across her personality and expertise on her page. We worked together on her brand voice, and the pain points of her customers, to create this compelling journey that increased conversions and organic traffic.
Can your website really sound like you?
Working with big personalities is wonderful! But often it’s hard to get across that uniqueness on the page.
Evelyne Brink is a voice and confidence coach (who also used to be a Madonna impersonator!). She’d worked with copywriters before, but they’d never managed to nail her unique voice and magnetic personality.
Working with Evelyne was so much fun – and through conversation and connection, we produced a sales funnel that felt like her.
One that reached out to her ideal client in just the right way to get them to sign up for her new course.