Now Booking Q2 2024

Inspiration

Branding / Digital Templates

Alice Writes Copy

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Alice is a stellar creative whose services go beyond the basics of copywriting. She deep dives into a brand's entire communication strategy to distill what works best to engage their audience and uses that to craft copy that embodies her client's voice and values. Alice applies her expertise in a way that honors the entire user journey to create trust and authenticity, while also achieving high conversion rates and growth for her clients. This project was a collaborative effort, where Alice provided a detailed analysis of her brand values and mission, and we translated that to a visual identity that complimented her unique approach and distinct brand voice.

Color

The primary logo is comprised of just text, for obvious reason. AWC’s craft is with words, and I wanted words and text to be the forefront of the branding. Any icon that represents ‘writing’ felt too literal, and wouldn’t cover the full breadth of her expertise across multiple platforms.

ALL TEXT

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The distortion is a play on two things, her personal connection to surfing and ability to ‘ride the wave’ or ’go with the flow’ both figuratively and literally. But it also represents her ability to bend words to fit your clients unique tone and voice.

DISTORTION

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The mix of edges also represents two aspects of AWC’s work. Firstly, I felt it offers a rawness that matches her brand voice, not afraid to be frank, real, and honest. Secondly, I think it also ties into her ability to take your clients thoughts and vague directions, and bring everything into focus with clear copy that talks to their specific audience.

ROUGH EDGES

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Grain

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Hokkaido

Custom Map

PACIFIC COAST

Custom Map

Cornwall

Custom Map

LOOK BEHIND THE SCENEs

Brand Values

Brand VOICE

We strongly believe that researching and clearly identifying the target audience and values for brands we work with results in a stronger, more engaging, and longer lasting visual identity.

Alice writes copy is a unique project in that Alice already had a clear picture of the audience she aims to connect with, and the values and voice that she felt her visual identity needed to embody.

If you're interested in peaking behind the curtain, check out the content she provided by tapping the links below.

Brand Values

I find lots of my clients, through personal connections and similarities in love of outdoors
Word of mouth is strong for me, so want to network more (compared to SM)
A way of reeling back in past clients to update site, add new services, add email writing + strategy or launch services
Networking (clients, peers and followers) who have a shared desire to improve integrity of their business and a wider understanding of their impact (on both people + planet)
Networking with collaborators, where we all input our zone of genius to magnify impact my/our clients experience (and so no weak spots)
My own clients want to build community too — that’s what I can do for them in our projects

Building community

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Provided by Alice Writes Copy

Clarity on what my clients expect of me and what I expect of my clients = serves for a more open, productive relationship
Know when it’s not the right time/circumstances to work with certain people and not being afraid to tell them (so I’m not overcompensating on what they’re not offering up, meaning I’m doing twice the work)
Stick to deadlines in order to stay on track with projects, and don’t be afraid to draw the line if your clients are pushing pre-set boundaries
Not afraid to call out BS in my industry

Honest + transparent communication

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Provided by Alice Writes Copy

Ensuring there is time to do fun things in the week, where there is no expected end goal or outcome
Want the same for my clients, through increased professionalism of their biz = increase perceived value = can increase their prices = can take more time off to reinvest energy in work, family, travel, surf, etc.
Also manifest in playfulness/creativity of writing (to get across my clients’ brand personality/ToV and so it feels authentic to them), alongside measurable strategies and frameworks (CopyHackers training and CX/website strategy)

Balancing goal-oriented tasks with playfulness

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Provided by Alice Writes Copy

Brand VOICE

‘Friend at the bar’ voice archetype = accessible; teaching from experience; effective when readers might lack confidence; more about sharing advice than preaching
Frank, a bit sweary, often tongue-in-cheek and sarcastic to create empathy with the reader + the idea that ‘you’re not alone in feeling/experiencing this’
‘Real’, like your mate who tells it to you straight
Varied cadence, to imitate real conversation + shock reader out of passive content consumption, when needed: huge range between one-word, punchy sentences/sentence fragments + long, rambling ones
Not the type to polish a turd: raw, open, honest, showing the dirty bits of the business and problems I’ve faced
Simplifying, using funny or odd analogies to make things come to life (or more ‘real’)
Very conversational: use of italics, emboldened words/phrases and punctuation to imitate intonation and inflection used when talking to someone familiar in real life
Always using an active voice to build familiarity and trust
Not much regard for grammar, especially when it comes to something I want to make a point with or using sarcasm

Curiousity + Gratitude + Admiration

Provided by Alice Writes Copy