Claire Muir

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.

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

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

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

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 spin on an often flogged-to-death product.

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.

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.

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

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

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

Subtly persuasive product launch copy.

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.

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

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

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

Led a rebrand, which included writing and managing the design of a new website to highlight the small, independent company's unusual approach to legal work. Combined lighthearted yet professional language and tone of voice with creative design techniques, fun photography and quirky team profiles. The website and associated marketing materials were instrumental in setting TLP apart from competitors and were highly commended within the industry and further afield.