01
Brand messaging
Guarantee consistent, considered communication across platforms with brand messaging: a toolbox full of useful copy to reach for every time you write.
Writing & editorial studio
Clear writing.
Powerful ideas.
Real impact.
Hello, I’m Irina
The words that let you make your mark.
I do brand voice, writing, and editorial strategy for brilliant folk and big-hearted businesses. I help you find the words that bring your bright ideas to life. The words that let you make your mark.
Whether it’s copy for your website or powerful messaging to share on every platform, pitch and proposal. I use a fun, creative and uplifting approach to figure out what you want to say and, just as importantly, how to say it.
Portrait of Irina
drop image at assets/img/irina.jpg
drop image at assets/img/irina.jpg
What I do
Three ways to make your words work harder.
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Tone of voice
Define your brand’s unique personality and develop a memorable brand voice for consistent copy and genuine connection.
03
Web copy
Tell your story, promote your product or explain your service with creative, compelling copywriting for your website.
120+
happy clients including
DoveAnwyl HomesLuva HuvaQLEANTABStratton Craig
“It’s been brilliant working with Irina over the last couple of months on a large-scale tone of voice project for one of our clients in the tech sector. Irina is a brilliant brand language consultant and strategist, and stakeholders have been really pleased with the outputs at every stage of the project. Irina has also led training sessions for the roll-out of the TOV, helping stakeholders understand the importance of language to brand and build their confidence in writing and communicating for business. Irina is responsive and reliable, her approach and project management is thorough and organised, and I’m very much looking forward to working with her on another project soon.”
Georgia Corp — Account Director, Stratton Craig
Selected work
Words that earned their keep.
Dove
Email & content
Email marketing and content writing to help Dove boost summer sales.
Anwyl Homes
Tone of voice & web copy
Tone of voice and web copy helping a family homes builder live their family values.
Luva Huva
Web copy
Web copy for sustainable lingerie brand, Luva Huva.
QLEANTAB
Tone of voice & web copy
Tone of voice and web copy for eco-friendly cleaning brand, QLEANTAB.
Insights
Thinking out loud.
Luxury is a feeling: how to make your copy feel expensive
When the spend is big, the words need to work extra hard to earn their keep. And just because people have cash, it’s a mistake to assume they part with it easily. We still need to work our copy socks off filling every word with value, context and vision.
Does using AI to write your content align with your brand values?
As part of my work on brand messaging, I often help businesses draft their brand values: the principles that guide how a company moves through the world, from how it hires staff to how it treats its customers. I think a question not enough businesses are asking is: “Does our use of AI align with our brand values?”
Why your website is confusing
A confusing website is a silent conversion killer. If your website is bad, your potential customer will leave. If it’s confusing, they’ll come away knowing less than when they arrived. Find out if your website is more confuddling than a spin in a washing machine, then how to fix it.
Where’s the personality gone from copywriting?
You might have noticed it too. Personality in copy is feeling a bit thin on the ground these days. No matter who’s writing, it’s all starting to feel a bit beige. Here’s my take on the AI-ification of the internet and why you should resist.