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.
02
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.
Reed Smith LLP Abu Dhabi
Website copy
A speculative rewrite of an international law firm’s Abu Dhabi page, the original and the new copy side by side.
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.
Copywriting portfolio
Dove
Summer campaign, email marketing and content writing
The challenge
Dove needed a summer campaign that felt warm rather than salesy, across a sequence of marketing emails and supporting content.
The strategy
I wrote the full email sequence and campaign content, keeping the brand’s established warmth while sharpening every subject line and call to action so the sequence actually drove clicks.
Email marketing and content writing to help Dove boost summer sales.
Copywriting portfolio
Anwyl Homes
Website, tone of voice and web copy
The challenge
A family-run homes builder whose website sounded like every other developer, despite a genuinely different set of values.
The strategy
We defined a tone of voice rooted in what the family actually believed, then rewrote the website so those values showed up in the words rather than being claimed in a paragraph on the about page.
Tone of voice and web copy helping a family homes builder live their family values.
Copywriting portfolio
Luva Huva
Website, full copy deck
The challenge
A sustainable lingerie brand with a beautiful product and a website that buried the story.
The strategy
Full web copy deck: home, collection, about and sustainability pages, written to sell the craft and the ethics together rather than treating one as a footnote to the other.
Web copy for sustainable lingerie brand, Luva Huva.
Copywriting portfolio
Reed Smith LLP Abu Dhabi
Website copy project
About this project. This is a speculative copywriting project completed for portfolio purposes. It was not commissioned by Reed Smith.
The challenge
The current Abu Dhabi location page leads with the location rather than the value the firm offers. The opening copy relies on generic phrases like “trusted partner” and “in-depth understanding” without showing what makes Reed Smith different or why it should matter to clients. The writing is clumsy in places, with awkward sentence construction and grammatical issues that weaken the clarity and impact of the message.
The strategy
I focused the new page on Reed Smith’s strongest differentiator: the combination of international legal expertise and more than four decades of local knowledge. The new copy opens with this value, speaks directly to client needs and replaces abstract claims with clear, credible evidence of the firm’s local capability.
Before
Original page
ReedSmith
Home / Locations / Abu Dhabi
Abu Dhabi
Reed Smith’s Abu Dhabi office is a trusted partner to government and business clients operating in the GCC and wider Middle East region.
As one of the first international law firms to open an office in Abu Dhabi over four decades ago, clients benefit from our in-depth understanding of how business is conducted, deals are done, regulations are navigated, and disputes are resolved in the market. Our team includes native Arabic speakers who effectively engage with local stakeholders to streamline transactions and negotiations.
After
My proposed copy
ReedSmith Abu Dhabi
Global expertise.
Deep local understanding.
For more than four decades, Reed Smith has helped businesses and government clients navigate the complex legal and commercial landscape in the GCC and wider Middle East.
From negotiating transactions and navigating regulations to resolving complex disputes, our Abu Dhabi team combines international legal expertise with a deep understanding of how business operates locally. With native Arabic-speaking lawyers and established relationships across the region, we bring local insight and trusted connections to every legal matter.
Meet our Abu Dhabi teamWhy I made these changes
- 01
Lead with value, not location
The new headline communicates the firm’s core value: global expertise combined with deep local knowledge.
- 02
Replace claims with credibility
The new copy replaces generic claims instead highlighting four decades of experience and local expertise.
- 03
Speak to client needs
The new copy addresses the real challenges clients face: transactions, regulations and disputes.
- 04
Show a key differentiator
Native Arabic-speaking lawyers and established regional relationships with local stakeholders are positioned as a clear benefit to clients.
- 05
Clear next step
A prominent call-to-action guides visitors to explore the team and encourages further engagement.