Claire Muir

XIC • 1st July 2021

Thank you for your order cards

As part of a campaign to boost XIC's testimonial count I suggested including an attention-grabbing thank you card with all orders. Copy had to strike the perfect balance of encouraging the reader to take action without being forceful.

BeautyBooker® • 30th June 2021

Instantly book local beauty services near to you

Careful and consistent development of the BeautyBooker® web copy to reflect the transition of the brand from a new booking app to a dedicated tech company and powerful lobbying voice for the Scottish hair & beauty industry. This means retaining the fun, relatable style of writing whilst developing the tone to reflect the status, power and influence the brand now boasts.

Inspection Tags • 31st March 2021

Inspectiontags.co.uk

Presenting technical content in a simple, easy-to-read way online to explain the benefits of the product to its potential end-users.

XIC • 2nd March 2021

Face covering designs that get 10/10 for creativity

A lighthearted and entertaining blog with a subtle promotional message around the brand's own face covering products.

BeautyBooker • 14th September 2020

BeautyBooker Training Hub

Introducing Scotland's hair and beauty professionals to a new dedicated training directory (the first of its kind in the country) with clear, concise copy and a fun, friendly tone.

Sonya Angus: The Unique Boutique • 11th September 2020

You represent the power of local, independent shopping

A printed advert to attract shoppers post-lockdown. Inviting messaging and a comforting tone while emphasising the luxe shopping experience.

XIC • 11th September 2020

Update: summer 2020

Led the development of a newsletter series, creating a structure, crafting short, snappy, engaging copy and instructing designers.

The Flock • 9th September 2020

Getting beauty back on duty

Proofreading and editing Q&A answers to ensure BeautyBooker's key messages were strongly communicated.

XIC • 4th September 2020

Five ways to boost business with your 2021 calendar

It would be easy to recycle last year's marketing materials but XIC wanted to be different. Lured clients in with a clever, fact-and-tip-filled blog that put a spin on an often flogged-to-death product.

Stronachs / ASPC • 1st July 2020

1 Cromwell Road

With permission from Stronachs, transformed the property schedule for my own home. Combined informal language, light humour and a friendly tone with benefit-packed copy.

Rùn Dog Food • 30th June 2020

Golden rules

Developed a fresh suite of marketing materials for this new brand. Broke down extensive technical information to create a likable, premium brand with easy-to-understand benefits for its dual audience.

Rùn Dog Food • 18th June 2020

Five reasons your dog wants you to try cold pressed food

A persuasive, punchy blog post to convince dog owners cold-pressed dog food is the perfect, affordable dry dog food alternative.

XIC • 15th June 2020

Five ways to make your marketing pack work harder

A blog packed with free advice, tips, and tricks - with an underlying message that XIC can help the reader put them into practice.

Sonya Angus: The Unique Boutique • 21st March 2020

Your sparkling star in the corner of Cults - an update...

Crafting clear, informative newsletter copy with a sensitive yet positive tone to announce the temporary closure of Sonya's shop due to lockdown.

Sonya Angus: The Unique Boutique • 2nd March 2020

This way to all the lovely things...

Subtly persuasive product launch copy.

Scotia Homes • 1st October 2019

Your opinion matters

Challenged to get a community on-side regarding a highly controversial issue. An easy-to-digest format was essential to get need-to-know information across without overwhelming. The tone had to be sensitive and sympathetic with language that was authoritative but not demanding, friendly yet professional, and persuasive but not pushy.

Sonya Angus: The Unique Boutique • 19th April 2019

Sonya Angus: The Unique Boutique

Creating new web content and developing a fresh tone to reflect the shop's luxurious yet friendly, community vibe.

Hoover Pumping • 9th September 2019

Blog: Why the cost to install an irrigation system is won back with ROI

A persuasive blog to demonstrate that ROI on irrigation systems outweighs spend.

Scotia Homes • 31st May 2019

The Scotia Bugle - Issue 9

Editor of the 24-page friendly-yet-professional Scotia Homes newsletter, distributed to desk- and site-based staff.

Tiger Financial • 26th July 2019

Blog: How do property developers make their money?

Box clever with these six additional profit-boosting strategies.