Selected work

A copywriter’s portfolio is the writing itself — so here’s the thinking behind a few briefs.

Each of these started as a muddled message or a page that wasn’t working. (These are illustrative demo case studies for a fictional studio.)

Home / Work

F&B / Retail · Website copywriting

A Tiong Bahru coffee roastery

The brief. A beautiful new site that read like a wholesale catalogue — every page led with bean origins and brew specs, and online orders had stalled.

The result. We reframed the home and product copy around the ritual, not the spec sheet. Online subscriptions rose noticeably over the following quarter.

“They were selling chemistry. We helped them sell the morning.”

Technology / SaaS · Brand story & messaging

A B2B fintech going live in SG

The brief. Three founders, three different elevator pitches, and a launch deck that sounded like every other payments startup in the region.

The result. A messaging framework and a sharp positioning line the whole team now pitches from. The launch landing page was written straight off it.

“We didn’t write nicer words. We made them agree what they stood for.”

Healthcare · SEO articles & blogs

A multi-branch dental group

The brief. A blog that hadn’t been touched in two years and brought in almost no search traffic, despite a strong local reputation.

The result. A planned run of patient-question articles. Several now rank on the first page for local searches and bring in steady enquiries.

“We wrote the answers their patients were already Googling.”

Non-profit · Reports & case studies

A Singapore social-impact NGO

The brief. A forty-page annual report that read as a stack of disconnected department updates — funders skimmed it and moved on.

The result. We found one through-line and rebuilt the report around it. The board called it the first version anyone had actually read end to end.

“A report nobody finished became a story everybody quoted.”

E-commerce · Email & newsletter copy

A homegrown skincare brand

The brief. A healthy email list that was barely used, and the campaigns that did go out got opened but rarely clicked.

The result. A welcome flow and a monthly newsletter written to be opened and acted on. Email became one of their most reliable revenue channels.

“The list was already theirs. We just gave it a reason to reply.”

Professional services · Proofreading & editing

An engineering consultancy

The brief. A major government tender due in 48 hours, written by six people, riddled with inconsistencies no one had time to catch.

The result. An overnight tracked edit that fixed tone, consistency and a contradiction in the figures. The tender went out clean — and won.

“Two days out, a fresh set of eyes is the cheapest insurance there is.”

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