Work
Case studies and copy transformations.
A selection of projects across technology, property, lifestyle and sustainability.
Dove
The brief
Dove needed a summer campaign that felt warm rather than salesy, across a sequence of marketing emails and supporting content.
What I did
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.
Anwyl Homes
The brief
A family-run homes builder whose website sounded like every other developer, despite a genuinely different set of values.
What I did
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.
Luva Huva
The brief
A sustainable lingerie brand with a beautiful product and a website that buried the story.
What I did
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.
QLEANTAB
The brief
An eco-friendly cleaning brand competing against household names with far bigger budgets.
What I did
A tone of voice with enough character to be remembered, and web copy that explained a new product format quickly enough that people did not give up before the basket.
Tone of voice and web copy for eco-friendly cleaning brand, QLEANTAB.
120+
happy clients
“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