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.
“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
“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.
“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
“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.
“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
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).
“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
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.
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
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
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
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
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
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
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
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.