DISCOVER YOUR BRAND’S PERSONALITY PLAYLIST!
Is your brand a crooner, groover or extra good mover?
Madison Kat is a party-centric 9-piece band first established in 1968, with sons and nephews taking over from their fathers and uncles. Madison Kat has performed internationally for events, weddings, corporate hire and everything in between.
Although these rockers have been jamming for over 50 years, their online presence hadn’t kept up with their growing fanbase. MK knew they needed a professional online presence to showcase why they should be hired, who they’re perfect for and how they’re different to other cover bands in the area.
Collaboratively, we developed an easy to use Voice Guide for each member of the brand to use when creating content for their band and communicating with customers. We’re also currently working on SEO-optimised website copy to help the brand reach a wider audience through their website. This includes targeting potential bookers from around Australia.
Shelley Judge is a Nutritionist, Food Photographer and has worked with the likes of Jamie Oliver, Tassal Salmon and Love Beets Australia. She’s also the foodie and founder of Good Eats Creative and Shelley’s Good Eats.
Shelley has a huge passion and purpose to banish diet culture, teach kids about making healthy relationships with food and help parents in the process. But the first thing Shelley said when we met was “words aren’t my thing!” Shelley found it tricky to communicate her message and keep a consistent brand across channels. She was also struggling with a personal complex around not being a mum herself, but teaching parents about good choices for their kids.
Readcity helped Shelley reposition herself as ‘The Cool Aunt of Kids Nutrition,’ conceptualise a message where kids become “best friends forever with food” and built a strong, original brand voice filled with on-brand, playful food puns, cheeky ‘adults only’ double entendres and a ‘recipe for Shelley’ on her About Page.
“Sarah’s mum reckons dairy’s the enemy. Mrs Crab Apple’s cutting out sugar for “30 days, it’s not that long!” And little Jimmy’s heard gluten makes his friend’s tummy funny, so now he feels “all whiiirrrly” inside after *skeddy* bol! To be honest, it’s stressing you the fork out.
You know your kids need to eat a balanced range of foods. But you’re one “yuck mum, it tastes like DOG POOP!” away from frisbeeing pizzas across the table 7 nights a week.
Son of a biscuit… You’re in the right kitchen!
Jesse Noonan is Head Honcho at Rock N Slide Skateboarding, a Gold Coast-based skateboarding school teaching kids aged 2-16 how to skate like legends. He’s also a Pro Skater who travels the globe competing in skate comps and is Australia’s only Pro Skater with a limited edition Santa Cruz board.
While Rock N Slide’s business was thriving, they craved a more strategised online presence for their website to differentiate themselves in the market, clarify their messaging, appear higher in search engines and a way to communicate their larger than life brand personality.
Readcity Writing developed key brand messaging, a voice guide and website copy to encapsulate the lot. This resulted in number 1 Google rankings for key terms and a more cohesive brand voice. We’ll kick flip to that.
Stevie Jean Jewellery (formerly Wild Heart Jewellery) is a Gold Coast-based jewellery brand run by mother-daughter duo, Julie and Samara. SJ specialises in modern, minimalist pieces – an ode to the modern revolutionary.
Stevie Jean wanted to seamlessly relaunch their business with a new message, tone and direction to appeal to a global market.
Readcity Writing created a relaunch announcement piece, wrote new product descriptions and the Stevie Jean About Page. We also assisted with a new collection launch, using SJ’s new brand voice. This resulted in SJ’s audience warmly receiving their new direction and a clear transition into the new brand.
“Crooked temple bones, washed with the rippling of glittered earth… Lost kingdoms now caressed by sand-swept waves, and the beating Sahara sun. Secret relics spill free. The dusty sand-storm rolls on, unearthing shining treasures in its wake. Whirring white noise and whipping – a hazed horizon her next conquest.
When Julie and Samara rediscovered Ancient Egyptian jewels, they became infatuated. Raw femininity and rich stories… Celestial sirens and the resurgence of forgotten histories.
DUNE rewrites Arabian tales – this time, goddesses awake, roam and conquer.”
Cara Harjes Art is the creation of Denver-based, Intuitive Artist, Cara Harjes. Cara’s art pieces are designed to evoke emotions of the raw realities of life – finding beauty and light in even the darkest of times.
Cara reached an exciting time in her business, morphing from selling her pieces, to opening her own studio for workshops and collaborations. Cara craved simple, clear messaging across all of her platforms to show her local audience what she was all about in a consistently ‘Cara’ way.
I (Danielle – hi), met with Cara via Zoom to explore her deeply personal story and how this has influenced her business. As a young widow with two children, Cara felt it was important to share her message as an extension of her brand. We approached this topic with sensitivity and gently wove it into Cara’s key brand voice elements. By exploring the juxtaposition of light, dark, happiness and heartache, we created a brand voice for Cara Harjes art that celebrates all of life’s edges.
“Dancing clouds in teacups. Seaside ripples lapping at tired toes. A chirping song through windows at five past six in the morning. Soggy cereal and slammed doors.
Listen, can you hear it?
Your craziest beautifulest thoughts, experiences, memories may crack and wrinkle. They may drip from eyes and paintbrushes alike. In all their messy glory. The kind of messy glory you find in crumpled love notes and broken hearts. In “too long between phone calls” – then the end of the dial tone.”
Zephyr et Luna is headed by France-Based Wedding Photographer, Amber Peyrotty. Amber’s a nature-inspired tale teller specialising in enchanting weddings for poetic couples.
Despite her highly regarded reputation in the industry, and being awarded as one of the top 3 photographers in the world, Amber struggled to communicate her brand’s key difference from others. Amber was searching for ‘words that sing,’ a way to get her content in front of more eyes and to connect with her ideal couples.
Readcity Writing crafted a melodic voice for Zephyr et Luna, drawing from ancient tales, poetry and nature (Amber’s ideal client’s deepest loves of all). Exploring Amber’s magical brand qualities and mystical niche, we honed in her message to clearly community what she does, for who – and why her ideal bride should choose her for their big day.
“Your love story is truly one of a kind –
a tale of adoration and adventure…
Let’s awaken your imagination… How will your wedding day feel? Perhaps like stirring butterflies, or sweet summer rain on warm skin – the calm unfurling of autumn leaves… Like true love’s first kiss – or uncovered magical treasures, hidden deep within ancient lands.
Together we’ll capture your wedding through eyes of times passed.”
Lorraine & Blair is a Brisbane-based sustainable loungewear label. L&B create everything from lobster socks to custom robes in collaboration with local artists. Founded by vivacious Cassie Howes, Lorraine & Blair’s handmade garments have been featured in Lady Startup, To The Aisle and can be found at Finders Keepers.
Cassie had never outsourced any area of her copy (or business) before engaging Readcity to rock her words. Cassie felt like she wasn’t “getting it right” and that she could be “confusing [her] audience.” Cassie wanted a clearer identity and a way to clearly communicate her difference with the L&B audience. She felt she wasn’t being taken seriously and was blending into the background, without a key place to send potential artists and suppliers.
I dove deep into the Lorraine & Blair brand, ultimately creating a customised Voice Guide for clarity around the L&B core message. This included developing the community-building term ‘Team Snoozin’.’ Cassie is now armed with key terms and wordy skills to apply directly to her brand and remain memorable. We used bedtime themes and brought Cass’s infectious personality to life through all of her copy. We also worked through Cass’s conundrum with being an ‘I’ or a ‘we.’ Cass is a large reason why people choose to purchase from her, so we committed to referring to the writer as ‘I’which has helped build closer connections between Cassie and her ideal people. I also created an About Page for the L&B brand so Cassie could confidently direct potential artists, suppliers and customers to a place that clearly explained why Lorraine & Blair is the only choice!
The kind of comfy that snugs you up after a long day of being mum, boss, wifey or bad cop. And there’s not a spaghetti strap underarm flab moment in sight.
I’m a bloody perfectionist. So your loungewear comes with the (hard to get) tick of approval – from me (and my booty).
Once upon a time there was a lady called Cassie who lived on a couch, and that lady was me.
Long ago, after my fourth child (yes, I’m nuts but stick with me here), I bought a sewing machine.
Willy Nicholls is a renowned Australian surfboard artist, widely known throughout the surfing industry for his airbrushing work on surfboards, having mastered the art over 29+ years. Along with his brother, Steve, the pair work from Currumbin’s Mt Woodgee surf shack.
Willy, along with his brother Steve Nicholls set out on a new venture. Transforming Willy’s original art pieces into apparel, skateboards and accessories like bottles and bags. However they weren’t sure how to best communicate and position this brand from the ground up, to speak their audience’s language and reach them in new and innovative ways.
Readcity Writing created a Voice Guide and tagline (“All for art. Art for all”) for Ziggarty. We also explored the overall brand purpose, mission and point of difference, playing a role in the brand concept (increased accessibility and empowerment through art for the everyday man). The team are now clear on the brand direction and position in the market.
There’s something pretty special about writing about your hometown – in your hometown – for the people of your hometown. I’ve been writing SEO-Optimised articles for Urban List since 2017, so you’ll find a fair few pieces with a Readcity signoff on ‘em.
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“We’re sorry to break it to you, but your half-arsed sprinkler and shopping trolley novelty moves just aren’t cutting it anymore.
They were funny when everyone else was lawn mowering their way across the nightclub, but suddenly, you’ve had a look around and now it’s just you. Conga lines are a cool way to fill up a crap song, but a one-man conga line is just a sad person with invisible maracas worming their way through strangers.”
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“Exploring Japan’s snaking, eatery-lined backstreets makes its way onto many a bucket list. Whether it’s to enjoy perfectly shareable eats bursting with new and interesting flavours—the pure joy found in following wafting aromas floating fragrantly through alleys, or simply to experience the inspirational honesty that is Japanese culture.”
Kate Karanges owns The Latest, a Brisbane-Based Photography business and the O.G. creator of Express ‘Shoots (10 minute pop-up photoshoots for brands). She’s also one of the nicest humans you could meet, with big dreams for the future of her brand.
Kate’s bubbly, vivacious personality was clear through all of her reviews. The only problem was, her business’s copy wasn’t sounding like her. Kate wanted to clarify her brand’s messaging, pinpoint her industry differentiator and refine her voice so that it sounded more like what her brand is, not what she felt she needed to be.
In a highly collaborative process, we created a tagline for The Latest that encapsulated their rich love of helping bold brands share stories through imagery. From here we created a Voice Guide for The Latest’s team to use across all copy, as well as an About Page to capture the brand’s mission and personality. From here we developed a pitching guide in the brand’s voice and SEO-optimised existing website copy to increase the likelihood of discoverability for the business name.
Jake Webber is the founder of SaaS Company BravoBallot – the fastest, simplest Employee of the Month Software in the world.
Having already established a successful SaaS business (Webbernet), Jake decided to launch a new software. BravoBallot simplifies the employee of the month process with an easy to use system. To get the word out, Jake needed a professional Sales Page that established them as a reputable brand. He also wanted to get staff excited about the voting process through uplifting emails. He just needed the words to do it.
Needing to balance professionalism and fresh, playful language, BravoBallot’s copy was multifaceted. The external copy was designed to appeal to corporate executives and HR Managers, while internal copy needed to be fun and excite employees to place their votes. We drew inspiration from brands like Xero and Mailchimp to create succinct, messaging across a Sales Page and Email Sequence revamp.
Eleni Dracakis is a Business Psychologist dedicated to helping entrepreneurs and companies reach their next level. But she’s also a Netflix-bingeing, Greek food addict with a larger than life personality.
Eleni has a long history of study, experience and knowhow based on 10+ years in the Psychology space. Specialising in organisational psychology, Eleni was concerned that the preconceptions of her industry would seep into her brand. Instead, Eleni wanted to showcase her cheeky-yet-professional and approachable personality through copy on her website to show the real her to her ideal customers.
To craft compelling website copy that encapsulated Eleni’s fresh approach to business psychology, this project involved deep-diving into Eleni’s approachable personality, the results she’s had for current clients and the core benefits she can provide new business owners. We used conversational copy to accentuate her friendly nature and style. As a new business owner herself, we built a strong foundation for Eleni’s brand, positioning her as a professional in her field, while also capturing her vibrant personality.
“Is your business psyching you out?
/ˈbɪznəs//sʌɪˈkɒlədʒɪst/
noun
‘People Scientist’ who inspires personal, professional and organisational change (AKA makes you a BOSS at what you do).”
Nardia Norman is the Creator of Australasia’s first Female Health & Performance Training Certification for Personal Trainers, an international speaker and a qualified legend (no, seriously – she won an award and everything). She’s also a martini lover, movie buff and Miami local.
With over 20 years in the industry, Nardia had done a helluva lot of brand work over by the time she reached out to me. The only problem was, she didn’t feel like any of it sounded like her. And worse, she was worried she was fading into a sea of PT mentors because she didn’t know what made her truly different to everyone else.
Together we created a Voice Guide and tagline to position Nardia clearly as the No BS Fitness Business Mentor for Badass Women. From here we were able to craft an About and Homepage that communicated Nardia’s difference. Best of all, Nardia began to feel like she could embrace who she was instead of having to pretend to be someone else.
“Look, I’m gonna put it straight. You will need to put in the hard work. I’m definitely not for the faint-hearted. But the faint-hearted wouldn’t have made it this far down the page, so that’s obviously not you.”