What I do
Brand strategy & tone of voice
If you want to build a brand people believe in (not just buy from), your words need to do more than sound nice. They need to matter.
From your big why and values to differentiators and tone, I craft brand experiences that make people feel something – then keep them coming back.
Copywriting & naming
Good writing isn’t just clever, it’s considered. So I create impactful copy that’s grounded in strategy and crafted to connect.
Whether it’s websites, packaging, product launches or campaigns, I make every word work hard for your brand and audience.
I also name things – snacks, skincare, paint colours, places people call home…
Mentorships for creatives
Procrastinating, second-guessing, overgiving, undercharging? Yep – been there.
When I went freelance in 2013, I had the skills but lacked the business savvy and self-belief to back myself.
15+ years (and 350+ projects) later, I run mentorships to help creatives like you:
- Set up smart systems so you can stop chasing your tail
- Refine your processes so clients get a more polished experience
- Trust your creativity, own your value and charge what you're actually worth.
I did it the hard way. You don’t have to. Let's build a business you’re proud of.
Why me?
Having spent 15+ years helping businesses find their way with words, I’ve experienced my industry from both sides of the table.
I kickstarted my career in London, during a recession of all things. After two unpaid internships (a rite of passage back then), the holes in my pockets started to expose flesh. Before things got too risqué, I landed my first paid job as a writer and trainer at a leading brand language consultancy.
Retailers, airlines, banks, beauty giants – I worked with them all on both the agency and client sides. I learnt from some of the best brains in the business. But the time came for me to sit at the head of my own table.
So now, from waaaay down under in New Zealand, I help companies – big and boutique – reimagine their brands by crafting copy that makes people feel something.
And I mentor creatives so they can trust their creativity, own their value and charge what they're worth.
Don't just take my word for it
"Jo has a gift for unlocking beautiful and personable ways of talking about our very technical products.” – Josh // BLUNT Umbrellas
"Collaborating with Jo has been a thought-provoking, linguistic journey for our brand.” – Scott // Mosaic Homes
"Jo is a brand DNA scientist at her absolute peak. She is an incredible communicator and a mastermind at exploring and discovering what makes an authentic brand.” – Rohan // Peora