01
Clarity first
If a sentence has to be read twice, it is not finished. I cut before I decorate, then put the personality back where it earns its place.
About
The mind and craft behind BluMint Studio.
Bringing clarity, character, and genuine human connection to brand communication.
Portrait of Irina
drop image at assets/img/irina.jpg
drop image at assets/img/irina.jpg
Hello, I’m Irina
I find the words that let you make your mark.
I do brand voice, writing, and editorial strategy for brilliant folk and big-hearted businesses.
Most businesses do not have a writing problem. They have a deciding problem. Nobody has agreed what the company actually stands for, so every new page, pitch and post starts from scratch and comes out sounding like somebody else. My job is to make those decisions with you, write them down, and hand you something you can use every day.
I have spent my career working on the language of brands: large tone of voice programmes for tech companies, web copy for founders launching something they care about, and the messaging that sits underneath both. Sectors have included technology, property, lifestyle, beauty and sustainability. The common thread is people who want to sound like themselves.
How I work
Fun, creative and uplifting. Also rigorous.
02
Written by a human
No AI drafts. Personality in copy is thin on the ground right now, and the fastest way to sound like everyone else is to let a machine write for you.
03
Built to be used
Guidelines that sit unread in a folder are wasted money. Everything I deliver comes with examples, and usually with a session to teach your team how to use it.
Track record
“Irina is a brilliant brand language consultant and strategist, and stakeholders have been really pleased with the outputs at every stage of the project.”
Georgia Corp — Account Director, Stratton Craig