ARB Homes is one of Melbourne’s leading home builders. An incredibly competitive space, I often collaborate with the General Manager for Brand & Strategy to create specialised copy for:

• the ARB website
• company brochures
• press ads for print
• promotional campaigns
• and press releases.

This includes descriptions of all house designs, slogans for corporate material and the co-creation of ARB Homes’ ongoing marketing strategy.

Copywriting services included:

• Copywriting for web and print
• Marketing strategy
• Market research
• Editing and proofreading.

One of many full page ads featured in the HWT Sunday Home magazine

I was contracted in August 2012 to lead the redevelopment and rebrand of Melbourne-based user experience company, UsabilityOne.

Taking charge mid-way through the project, I collaborated with Carter Digital to transform the look and feel of the organisation’s digital presence into something more human, more engaging.

The challenge with this website was the fact UsabilityOne, now U1 Group, is one of Australia’s leading usability and user experience companies, meaning we could not afford any mistakes. The user experience of this digital platform had to be absolutely seamless – an outstanding example of the work U1 Group can do. We based the design on more than 10 years user research and interaction design experience. We also conducted user testing and adhered to WCAG accessibility principles.

We rolled out of the new image in November 2012 to cover the website, domain, email addresses and signatures, SEO, SEM, marketing collateral, social media accounts and corporate stationery. We also carefully timed a poster campaign designed by Creative Order to coincide with the new launch.

Copywriting services included:

• Project development
• Project management
• Web content strategy
• Wireframe / high-fidelity mock up testing
• Quality assurance and functionality testing
• User experience testing
• Accessibility testing
• Marketing experience
• Copywriting for the web
• Editing and proofreading.

Previous UsabilityOne website homepage

The Faculty of Information Technology website was the first faculty site to be reworked as part of the 2012 Monash University web redevelopment project.

Launched 13 March 2012, it was completely transformed from:

• a convoluted, outdated, department-focused 30,000-page site, to
• a simple, informative, engaging and easy-to-navigate 1000-page site, built around the user’s needs.

Reporting to the Associate Director of Marketing and Communications (Office of the Deputy Vice-Chancellor of Global Engagement), I was the content strategist, writer and editor for this project – from conception to completion. It took 12 months to complete.

The pioneer faculty site to undergo this change, the project was riddled with unexpected issues. As part of my role, I implemented:

• a high level of analytical problem-solving skills, and
• the ability to liaise between an extensive number of key stakeholders. This ranged from different university departments to designers, developers, usability consultants etc.

Copywriting services included:

• Project development
• Project management
• Web content strategy
• Copywriting for the web
• Market research
• Google analytics and traffic analysis
• Information architecture construction
• Wireframe / high-fidelity mock up construction
• Copywriting for the web
• SEO keyword research
• Quality assurance and functionality testing
• Editing and proofreading.

Previous Faculty of Information Technology website interface

Find Great Accommodation, a new online Australian accommodation directory, went live November 2012. I was brought on board prior to launch to write more than 100 unique descriptions for all the site’s listed destinations. The copy had to have a strong SEO focus. This task was completed in a tight timeframe of just three weeks.

Copywriting services included:

• Independent research
• SEO keyword research
• Copywriting for the web.

IXL, a renowned name in Australian bathrooms, released the designer heat-lamp, the Neo Tastic, in late 2011.  To promote this brand new product, IXL needed a copywriter to create taglines for an upcoming advertising campaign.

These taglines needed to reflect a suite of five different magazines and three distinct audience groups:

• professional interior designers
• design-conscious customers, and
• your everyday DIY home improver.

In collaboration with design studio Hindsight, the following three ads were created for the client.

Copywriting services included:

• Advertising experience
• Market research
• Copywriting for print.

The Successful Investor (TSI) is a property investment consultancy established by Michael Sloan, previously featured in Marketing Magazine and current guest blogger for NAB (National Australia Bank).

Michael wanted to broaden his market reach by advertising TSI in print media through a personal story, rather than a conventional corporate ad.

Together, we brainstormed the following ideas:

• which magazine(s)
• how many ads
• what was the budget
• what should the ad say
• who was it targeting
• where do we get images
• ad branding and design.

I contacted Australia Property Investor (API) magazine and negotiated a 3 x Full Page Ad advertising contract at a price Michael could afford. I then researched and wrote the copy (adhering to API advertorial guidelines) before passing content onto Avalanche Creative for design.

Liaising between TSI, API and Avalanche, I was able to drive the project and successfully submit the ad to spec within an extremely short time span – two weeks.

Copywriting services used:

• Project management
• Copywriting for print
• Advertising experience
• Market research.

Download TSI advertorial (PDF, 604kb)

Koustas + Co Chartered Accountants offer a range of taxation, business advisory and compliance services.

Recognising that tax and superannuation were dull and uninteresting topics, the client wanted to redevelop their website and rewrite content in an engaging and personable way.

To do this, I worked with design studio Kish + Co to carry out:

• an in-depth analysis of their business, services, and processes
• compiled detailed staff profiles, and
• created case studies based on projects they had worked on that customers could relate to.

Copywriting services included:

• Project development
• Information architecture construction
• Market research
• SEO keyword analysis
• Copywriting for web.