Case Studies

Sharper thinking, clearer messaging — and results that go further than the brief.

Spotify for Artists

They asked for: a copywriter.
They got: a long-term messaging partner.

5 years shaping how millions of creators experience Spotify for Artists.

• Defined the throughline and core messages for major global launches.
• Partnered across teams and product lines to bring coherence to complex initiatives.
• Built a messaging foundation that still guides campaigns years later.

Heidi

They asked for: a brand book update.
They got: a full rebrand strategy.

Rebuilt Heidi’s brand from the ground up after an earlier agency phase.

• Identified the company’s real position in the market and rebuilt its foundations.
• Developed a clear, human brand strategy and tagline that repositioned Heidi for Series B.
• Brought the refreshed brand to life through homepage copy, video scripts, and key assets.

Pilot

They asked for: a tone of voice.
They got: an entirely new brand platform.

Partnered with Pilot to evolve from symptom-based marketing to a brand built on lasting improvement.

• Identified “self-improvement” as the brand’s central idea and rallying truth.
• Created the manifesto, tagline (“Level up your health”), and voice system.
• Equipped internal teams to express the platform confidently across channels.

The work was a finalist in the AGDA Awards (Brand Identity - Brand Refresh).

“James was pivotal in shaping Pilot’s brand positioning, verbal identity and approach to storytelling. He truly captured the spirit of the brand and helped in crafting impactful messaging that resonated with our users. His expertise and thoughtful, collaborative approach brought immense value to the project.”
— Olivia King, Former Head of Design at Eucalyptus

Origin

They asked for: landing page copy.
They got: a new way to speak to the next generation of investors.

Reframed Origin’s message — from fintech jargon to a clear, confident voice.

• Introduced the headline “Wealth for a new generation” to lead with clarity and intent.
• Simplified product language for younger investors without losing authority.
• Unified tone across key pages for a cohesive experience.

Also trusted by:

Brand Direct

Zing Coach

HiredScore

Freed

Via Agency

Afterpay

Certn

Honey Insurance

Amp Human

HomePro

Let’s sharpen your message.

Book a call or drop me a note to kick things off.