Portfolio
Proofs.
Every sample below was written for this page about fictional businesses. They are illustrative and not client work.
- Brand voice
Voice principles for a fictional bike repairer
Illustrative example — not client workWe talk like the mechanic who shows you the bolt before replacing it. Short sentences. No jargon without explanation. Humour when things break — never at the customer’s expense.
- Brand voice
Before/after: a fictional bakery on itself
Illustrative example — not client workBefore: “We offer quality baked goods of high quality.” After: “The dough rests overnight. That’s why the rye tastes of something.”
- Articles
Intro: Why gardens on Funen go thirsty in July
Illustrative example — not client workIt actually rains enough. The problem is when it rains — and how much the soil manages to hold. An article intro that opens with a claim and promises an explanation.
- Articles
Newsletter: a quarterly update without filler
Illustrative example — not client workThree things changed. One didn’t. Here’s what that means for you, in the order you’ll need it.
- Web copy
Homepage headline for a fictional dental clinic
Illustrative example — not client work“We don’t drill before we’ve explained.” Subhead: Every treatment starts with a written plan you can take home.
- Web copy
Product page: a fictional wool sweater
Illustrative example — not client workKnitted tight enough for a westerly, loose enough to hand-wash without shrinking. Three lines, three objections answered.
- UX copy
Error message: card declined (fictional app)
Illustrative example — not client workBefore: “Error 402.” After: “Your card wasn’t accepted. Check the expiry date or try another card. Your basket is saved.”
- UX copy
Empty state: no saved recipes
Illustrative example — not client work“The recipes you want to cook again live here. Tap the bookmark on any recipe to start.”
Got copy that doesn’t say what you mean?