Portfolio

My words, in the wild.

 

Woodruff and Co

The job: Product description copy for their best sellers

The deets: Woodruff and Co create a range of custom, sustainable tools for businesses. But this seemingly simple concept was a lot harder to put into words. They came to me looking for help to clarify their product copy and communicate their message and processes in a simple and accessible way.

Tone of voice: Helpful, authoritative, humble

Sample Copy

Practical, versatile and rustic, our signature custom rubber stamp creates a brand presence you’re show-the-world proud of. We love seeing how our community use their personalised stamps – cardboard boxes, paper bags, business cards, fabric, timber, coffee cups, ceramics, rough surfaces, curved surfaces – there’s always a new idea to surprise us.

    Copycircle logo

    Sam is a master of her craft. So easy to work with, great value for money and amazing quality work. Couldn’t recommend her more!

    Simon McIntyre, Woodruff and Co

    Copycircle logo

    “Could not recommend the lovely Samantha and Copy Circle enough! Her expertise in the copywriting space and professionalism is unmatched. If you’re looking for a high quality and efficient copywriter, Copy Circle is the company for you.”

    Milly Hanley, Content and Community Manager APH

    Australian Primary Hemp

    The job: Blog post copywriting

    The deets: Listed on the ASX, Australian Primary Hemp is at the forefront of the hemp industry in Australia. They were looking for a quirky copywriter to help them create educational and digestible articles. Turns out, I was that copywriter.

    Tone of voice: Approachable, lighthearted and clear

    Sample Copy

    The hemp plant is shrouded in myths and misinformation.

    And there’s little wonder why: Hemp is closely related to marijuana, it has a cloudy past that’s coupled with unclear legislation, and it’s a popular target for fake news. The ultimate formula for misunderstanding. So where’s the conscious (but confused) consumer to turn?

    Starting here, we’re going to separate 5 hemp plant facts from fiction, because it’s time we spread the right message about this incredible plant.

    *Image credit: Australian Primary Hemp

    Design Salad

    The job: The Small Business Copywriting Package, including tone of voice strategy and full website copy

    The deets: Candice came to me with a juicy brief. We were gonna shake things up. Switch switch switcheroo. Rearrange the furniture, if you will. The reason? Her previous brand name (Paige Digital) no longer aligned with what made her offering different (read: awesome). So, we set out to create a brand that honours her new direction, celebrates her differences and attracts clients that are *done with playing it safe*

    Tone of voice: Confident with a touch of joy, kindness and quirk.

    Sample Copy

    I don’t have time for green salads here.

    They’re predictable, far-too-common and rarely raved about at the end of the night.

    I’m about the perfect summer salad: A zesty tang.

    Some crunchy surprises.

    An array of textures.

    This is branding and strategy that’ll have your audience begging for the recipe.

    Candice, sitting on a velvet couch wearing a pink onesie. She has beautiful, big curly hair and is laughing at the camera. There is a coffee table with magazines in front of her.

    “Sam’s abilities continually amaze me! She can write in every tone, for every kind of business while keeping the reader interested and entertained. I’ve been working with Sam from Copycircle for over 6 months now, as a client and collaborator and look forward to many more years of witnessing her word wizardry!”

    Candice, Design Salad

    Nicole, sitting on a ledge. She's smiling at the camera with her hair blowing in the wind.

    “As someone who is terrified of words, I am thrilled with the result. Sam is warm, funny and incredibly skilled at navigating my ideas and creating bang on content that is authentic. I absolutely recommend Copy Circle!”

    Nicole Olarenshaw, The Hunt Melbourne

    The Hunt Melbourne

    The job: The Small Business Copywriting Package, including tone of voice strategy and full website copy

    The deets: Nicole is a recruitment consultant that gives women-led businesses the people-power to grow and flourish. Her business was growing, so with that, she needed a new website to showcase her experience, personality and quirks.

    Tone of voice: Playful, approachable, caring, casual

    Sample Copy

    Hey, I’m Nicole Olarenshaw.

    And I find people that become a part of your business furniture.

    You know, the kind of people that slide right into your business and leave you wondering what you ever did without them.

    People that don’t just fit your business culture, but expand it.

    Most importantly, I find people to shout coffee rounds, have a laugh with and bounce ideas off.

    Because I understand you’re not just looking for anyone.

    You’re looking for someone who’ll enrich your close-knit team, boost morale and support your business in this next stage of growth.

    Radar Landscapes

    The job: The whole enchilada: full website copy

    The deets: Radar Landscapes outgrew their old website, so it was time to engage a quirky copywriter (oh, hey) for their refresh.

    Tone of voice: Approachable, quirky and honest

    Sample Copy

    At Radar Landscapes, we offer residential landscaping on the Mornington Peninsula. But more than that, we inject character, style and functionality into your outdoor space. Because we believe your garden should be a home for the soul. A place to connect, unwind, gather, relax and entertain.

    Copycircle logo

    “We had a wonderful time working with Sam, we are so excited with the end result – perfectly capturing our business. We are already highly recommending Copy Circle to friends and family!”

    Tim and Tarryn Looker, Radar Landscapes

    Shane and Ash, founders of Natura Mushrooms, standing in the forest holding their homegrown mushrooms varieties

    Sam has been writing content for us for a while now. She has been a huge asset to the team! She is very thorough with research and a great team player! She also has a genuine grasp on SEO and its importance in content creation and helping businesses grow organically. The most important thing that shines through with Sam is her genuine passion for her work.

    Shane, Natura Mushrooms

    Natura Mushrooms

    The job: Blog post copywriting

    The deets: Natura Mushrooms are a team of two Australian mushroom farmers based in Gippsland, Victoria. They were looking for a copywriter to educate their audience about the wonderful world of fungi, presenting mushroom topics in a fun, easy-to-understand way.

    Tone of voice: Fun, quirky, approachable and informative

    Sample Copy

    Ah, Christmas. ‘Tis the season of gift-giving, food comas and drenching your Chrissy pud in spiced brandy. It’s also a time when the jolly bearded man circumnavigates the globe.

    But have you ever stopped to question the origins of Santa Claus? (well, not including the upsetting time you caught your parents placing gifts underneath the tree).

    One ancient folklore believes Santa Claus and magic mushrooms (amanita muscaria) are connected.  Yep, it suggests our traditions were shaped by a time where Siberian Shaman would dress in red and white, hunt for magic mushrooms and drink psychedelic reindeer piss.

    Raspberry Digital

    The job: The whole enchilada: full website copy

    The deets: Rosemary from Raspberry Digital was ready for a new website that reflected her personality, value and expertise.

    Tone of voice: Friendly, trustworthy, approachable and clear

    Sample Copy

    We’re a boutique digital marketing agency taking busy teams from chaos to calm.

    And what if we told you that driving results with your digital marketing could be stress free? Dare we say, cruisy? No more running around in circles, working after hours, or worse – falling asleep to the echoing sound of email pings.

    We use data-driven digital marketing to get predictable leads, measurable results, sustainable growth and deeper connections. Most importantly, we’ll let you claim back your work-life balance (and leave those email pings where they belong).

    Rosemary, founder of Raspberry Digital, sitting at a black table. She's resting her head on her fist and smiling.

    “Thank you so much Sam, you exceeded my expectations at every step of our project. Sam is not only highly professional and efficient, she is also a delight to deal with, and the quality of her work is second to none.”

    Rosemary Beer, Raspberry Digital

    A beautiful Vizsla wearing the green Snoot Style puffer jacket

    Snoot Style

    The job: The whole enchilada: full website copy

    The deets: Snoot Style creates stylish, comfortable and sustainable dog apparel. In their start-up phase, they needed a copywriter to put their best foot forward, showcase their brand and begin their SEO journey.

    Tone of voice: Quirky, lighthearted and fun

    Sample Copy

    There’s a big, wide world of adventure out there, and our Dog Puffer Jacket lets your best friend embrace it – no matter what the weatherman says.

    It features recycled fabric, our famous back zip, plus padding that’s so deliciously soft you’d be forgiven for thinking they’re a giant marshmallow. Our favourite feature is the super lightweight design, giving your doggo the freedom to run, jump, sit, splash, play, scratch, fetch and sniff all the stuff.

    Copycircle logo

    Woodruff and Co

    The job: Product description copy for their best sellers

    The deets: Woodruff and Co create a range of custom, sustainable tools for businesses. But this seemingly simple concept was a lot harder to put into words. They came to me looking for help to clarify their product copy and communicate their message and processes in a simple and accessible way.

    Tone of voice: Helpful, authoritative, humble

    Sample Copy

    Practical, versatile and rustic, our signature custom rubber stamp creates a brand presence you’re show-the-world proud of. We love seeing how our community use their personalised stamps – cardboard boxes, paper bags, business cards, fabric, timber, coffee cups, ceramics, rough surfaces, curved surfaces – there’s always a new idea to surprise us.

    Sam is a master of her craft. So easy to work with, great value for money and amazing quality work. Couldn’t recommend her more!

    Simon McIntyre, Woodruff and Co

    Copycircle logo

    Australian Primary Hemp

    The job: Blog post copywriting

    The deets: Listed on the ASX, Australian Primary Hemp is at the forefront of the hemp industry in Australia. They were looking for a quirky copywriter to help them create educational and digestible articles. Turns out, I was that copywriter.

    Tone of voice: Approachable, lighthearted and clear

    Sample Copy

    The hemp plant is shrouded in myths and misinformation.

    And there’s little wonder why: Hemp is closely related to marijuana, it has a cloudy past that’s coupled with unclear legislation, and it’s a popular target for fake news. The ultimate formula for misunderstanding. So where’s the conscious (but confused) consumer to turn?

    Starting here, we’re going to separate 5 hemp plant facts from fiction, because it’s time we spread the right message about this incredible plant.

    *Image credit: Australian Primary Hemp

    ” Could not recommend the lovely Samantha and Copy Circle enough! Her expertise in the copywriting space and professionalism is unmatched. If you’re looking for a high quality and efficient copywriter, Copy Circle is the company for you.”

    Milly Hanley, Content and Community Manager APH

    Candice, sitting on a velvet couch wearing a pink onesie. She has beautiful, big curly hair and is laughing at the camera. There is a coffee table with magazines in front of her.

    Design Salad

    The job: The Small Business Copywriting Package, including tone of voice strategy and full website copy

    The deets: Candice came to me with a juicy brief. We were gonna shake things up. Switch switch switcheroo. Rearrange the furniture, if you will. The reason? Her previous brand name (Paige Digital) no longer aligned with what made her offering different (read: awesome). So, we set out to create a brand that honours her new direction, celebrates her differences and attracts clients that are *done with playing it safe*

    Tone of voice: Confident with a touch of joy, kindness and quirk.

    Sample Copy

    I don’t have time for green salads here.

    They’re predictable, far-too-common and rarely raved about at the end of the night.

    I’m about the perfect summer salad: A zesty tang.

    Some crunchy surprises.

    An array of textures.

    This is branding and strategy that’ll have your audience begging for the recipe.

    “Sam’s abilities continually amaze me! She can write in every tone, for every kind of business while keeping the reader interested and entertained. I’ve been working with Sam from Copycircle for over 6 months now, as a client and collaborator and look forward to many more years of witnessing her word wizardry!”

    Candice, Design Salad

    Nicole, sitting on a ledge. She's smiling at the camera with her hair blowing in the wind.

    The Hunt Melbourne

    The job: The Small Business Copywriting Package, complete with tone of voice strategy and full website copy

    The deets: Nicole is a recruitment consultant that gives women-led businesses the people-power to grow and flourish. Her business was growing, so with that, she needed a new website to showcase her experience, personality and quirks.

    Tone of voice: Playful, approachable, caring, casual

    Sample Copy

    Hey, I’m Nicole Olarenshaw.

    And I find people that become a part of your business furniture.

    You know, the kind of people that slide right into your business and leave you wondering what you ever did without them.

    People that don’t just fit your business culture, but expand it.

    Most importantly, I find people to shout coffee rounds, have a laugh with and bounce ideas off.

    Because I understand you’re not just looking for anyone.

    You’re looking for someone who’ll enrich your close-knit team, boost morale and support your business in this next stage of growth.

    “As someone who is terrified of words, I am thrilled with the result. Sam is warm, funny and incredibly skilled at navigating my ideas and creating bang on content that is authentic. I absolutely recommend Copy Circle!”

    Nicole Olarenshaw, The Hunt Melbourne

    Copycircle logo

    Radar Landscapes

    The job: The whole enchilada: full website copy

    The deets: Radar Landscapes outgrew their old website, so it was time to engage a quirky copywriter (oh, hey) for their refresh.

    Tone of voice: Approachable, quirky and honest

    Sample Copy

    At Radar Landscapes, we offer residential landscaping on the Mornington Peninsula. But more than that, we inject character, style and functionality into your outdoor space. Because we believe your garden should be a home for the soul. A place to connect, unwind, gather, relax and entertain.

    “We had a wonderful time working with Sam, we are so excited with the end result – perfectly capturing our business. We are already highly recommending Copy Circle to friends and family!”

    Tim and Tarryn Looker, Radar Landscapes

    Shane and Ash, founders of Natura Mushrooms, standing in the forest holding their homegrown mushrooms varieties

    Natura Mushrooms

    The job: Blog post copywriting

    The deets: Natura Mushrooms are a team of two Australian mushroom farmers based in Gippsland, Victoria. They were looking for a copywriter to educate their audience about the wonderful world of fungi, presenting research in an easy-to-understand way.

    Tone of voice: Fun, quirky, approachable and informative

    Sample Copy

    Ah, Christmas. ‘Tis the season of gift-giving, food comas and drenching your Chrissy pud in spiced brandy. It’s also a time when the jolly bearded man circumnavigates the globe.

    But have you ever stopped to question the origins of Santa Claus? (well, not including the upsetting time you caught your parents placing gifts underneath the tree).

    One ancient folklore believes Santa Claus and magic mushrooms (amanita muscaria) are connected.  Yep, it suggests our traditions were shaped by a time where Siberian Shaman would dress in red and white, hunt for magic mushrooms and drink psychedelic reindeer piss.

    “Sam is a huge asset to the team! She has a genuine grasp on SEO and its importance in content creation and helping businesses grow organically. The most important thing that shines through with Sam is her genuine passion for her work.”

    Shane Cayless, Natura Mushrooms

    Rosemary, founder of Raspberry Digital, sitting at a black table. She's resting her head on her fist and smiling.

    Raspberry Digital

    The job: The whole enchilada: full website copy

    The deets: Rosemary from Raspberry Digital was ready for a new website that reflected her personality, value and expertise.

    Tone of voice: Friendly, trustworthy, approachable and clear

    Sample Copy

    We’re a boutique digital marketing agency taking busy teams from chaos to calm.

    What if we told you that driving results with your digital marketing could be stress free? Dare we say, cruisy? No more running around in circles, working after hours, or worse – falling asleep to the echoing sound of email pings.

    We use data-driven digital marketing to get predictable leads, measurable results, sustainable growth and deeper connections. Most importantly, we’ll let you claim back your work-life balance (and leave those email pings where they belong).

    “Thank you so much Sam, you exceeded my expectations at every step of our project. Sam is not only highly professional and efficient, she is also a delight to deal with, and the quality of her work is second to none.”

    Rosemary Beer, Raspberry Digital

    A beautiful Vizsla wearing the green Snoot Style puffer jacket

    Snoot Style

    The job: The whole enchilada: full website copy

    The deets: Snoot Style creates stylish, comfortable and sustainable dog apparel. In their start-up phase, they needed a copywriter to put their best foot forward, showcase their brand and begin their SEO journey.

    Tone of voice: Quirky, lighthearted and fun

    Sample Copy

    There’s a big, wide world of adventure out there, and our Dog Puffer Jacket lets your best friend embrace it – no matter what the weatherman says.

    It features recycled fabric, our famous back zip, plus padding that’s so deliciously soft you’d be forgiven for thinking they’re a giant marshmallow. Our favourite feature is the super lightweight design, giving your doggo the freedom to run, jump, sit, splash, play, scratch, fetch and sniff all the stuff.

    My brain. Your business.