Fifteen years. I must be doing something right.
Every project below started with the same question: what defensible idea does this brand actually own? Everything after, the copy, the structure, the channels, the pricing power, was downstream of the answer. This is selected work, grouped by the kind of problem each brand brought to me.
6moBooked out
UK·USA·SEAReach
The portfolio didn’t change. The positioning did.
Charlotte Graham had a thriving wedding business, until the world ended weddings. Inside ten weeks we rebuilt her brand around a new positioning, a new audience, and a new economic model. Same camera. Same eye. Completely different business.
The positioning, “I help professionals captivate their audience” earned permission to charge premium and to attract a fundamentally different client.
- Scope
- Brand system · web · ongoing
- Timeline
- 10 weeks build · 3yr partnership
- Role
- Strategist · copywriter · designer
- Sector
- Personal brand photography
Repositioning
Existing brands recalibrated · positioning rebuilt · copy reissued across the system
Shot by CharRepositioning, narrative, web, ongoing6mo booked out, UK·USA·SEA reach
TeaconceptBrand voice expansion, product line repositioningSuccessful lifestyle line launch
Ecodomo LLCMarket research, positioning, web copyRefined “ethical luxury” position
Domestic Garage DoorsRebrand, web copy, conversion redesignModernised market positionFrom scratch
New brands built end-to-end · founder + market intelligence translated into system
My Holy HostVisual design + WordPress build + IADevotional library, designed & built
Local Beverage CommunityBranding + website copy + web designService offering built as a community
AxiSafety TrainingBrand foundation, GBP, lead funnel, ongoingInvisible to in-demand provider
Post Rock ConstructionFull brand system + website buildOnline presence built end-to-end
Susana VijayaBrand identity, Shopify build, product narrativeStory-led product positioningProduct systems
Multi-SKU brands · catalog copy · Shopify UX · brand voice at scale
Scentivore500+ SKU narrative, Shopify UX, social, email40% avg response rate on outreach
TeaconceptProduct pages + labels · tea, candles, skincareProduct copy samples
CasavalaBrand guide, product copy, blog architectureConsistent benefit-driven voice
Boho Peak100+ product copy, Shopify store curationOn-brand voice at catalog scale
Secret WarehouseProduct copy highlighting unique selling pointsDistinctive voice for niche market
Santana SwimwearProduct descriptions for specialized swimwearTech benefits clearly communicated
UprawrWebsite copy balancing tech + fan cultureAuthentic brand personalityPrint, editorial, decks
One-off pieces with high voice + design demands
Cross ExoticsPromotional flyer · copy + designPrint-ready brand-aligned piece
MLM AdsDirect response landing page copyConversion-led sales pageL-COGL-COG · Total GreatnessLong-form direct response sales copyCompliant, benefit-led sales letter
Stockwise · financial journalismJournalism, long-form, deadline-drivenFoundation of the writing discipline