About this service

Most brand copy problems are actually brand positioning problems. The copy sounds wrong because nobody has agreed on what the brand is for, who it is really speaking to, and what makes it meaningfully different. Writing better sentences does not solve that. Building the right foundation does.

Brand copy work starts with the positioning. We run a structured process that surfaces the brand\'s genuine differentiators, maps the audience segments with precision, and identifies the message hierarchy - what the brand needs to say first, second, and third. The copy follows from that. It is not written in isolation.

Deliverables vary by project but typically include: a brand voice framework (the character, the principles, and the practical rules for how the brand writes), a core message set (the primary proposition and supporting messages for each audience segment), tagline options with strategic rationale, and a set of signature sentences that demonstrate the voice in practice. Some projects also include a copy audit of existing materials with specific recommendations.

We write in English and Italian. For brands operating in both markets, the brand voice is developed for both languages simultaneously rather than translating one into the other.

What is included