Kerry Finlay-Robinson

I’ll help you define a tone of voice that’s distinctive, grounded in your brand truths and useable – not just by a copywriter, but by your team and partner agencies.
 

• Voice audit across your customer or user experience
   

• Tone of voice definition
   

• Brand language principles
   

• Light or full tone of voice guidelines
   

• Training sessions & workshops

I’ll work with you to articulate your brand positioning, and define or refine your proposition and brand values in a way that resonates with your team, investors, partners and customers. We can build it out into a powerful manifesto, core flagship messaging, your About page, or your investor pitch decks.
 

• Brand messaging frameworks
   

• Mission, vision & values
   

• Proposition development
   

• Positioning lines & taglines
   

• Brand manifestos and storytelling
   

• Product & service naming and messaging
   

• Messaging sprints for early-stage launches
   

• Brand playbooks

I write UX copy across the user experience, that’ll help your product speak clearly – and stay on-brand. I’ll understand the end-to-end journey and always be a champion for the user. 

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I can confidently lead your team of writers or content designers, or help you build one. And I’ll work with workstream leads to stay ahead of feature releases, product sprints and design system evolution.
 

• UX copywriting for digital products
   

• Refining UX copy following user testing
   

• Naming systems, microcopy & UI flows
   

• Leading and onboarding teams of writers & content designers
   

• Work with product teams & devs
   

• Work directly into Figma or AEM 

I lead, mentor and scale copy and content design teams, inspiring high writing standards, managing the day-to-day, and growing skills within the team. I’m a strategic lead, brand guardian, and cross-functional collaborator. 

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I also lead and guide senior stakeholders, confidently building relationships with key clients, advising them on copy, messaging, content design and content strategy.
 

• Interim or fractional copy leadership
   

• Copywriting oversight
   

• Team setup, structure & hiring
   

• Stakeholder and client relationship building
   

• Brand voice guardianship
   

• Copy governance and QA

I’ll partner with you to make your most important asset work harder. I craft website copy that lands key messaging about your brand, products and services with clarity, engages users, and achieves your business and strategic goals. I plan content and structure messaging within the page, and across your site, collaborating closely with UX leads and design teams.
 

• Content strategy & IA input
   

• Website copywriting (new or refresh)
   

• Brand voice across UX & SEO
   

• Collaborative working with designers & devs
   

• Large-scale migrations / re-platforming
   

• Content lifecycle, governance and ops planning
   

• Stakeholder and local market collaboration

Strategic thinking and sharp copy. I develop campaign ideas and narratives, craft copy across formats and channels, and adapt your brand voice to land across social, digital and brand communications. Always audience-aware, always on-brand — and always with a sharp eye on the strategy behind the words.

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• Campaign concepting & copy
   

• Social-first content (paid, organic, reactive)
   

• Messaging across platforms & channels
   

• Newsletters and email comms
   

• Content calendars

I gained significant experience of writing award entries during my 18 years at AKQA. I'll help you craft compelling narratives for your project and design work entries, as well as Agency of the Year and Agency of the Decade entries, clearly communicating insights and impact. I've written winning entries for D&AD, Campaign, Cannes Lions, The Drum Awards, Campaign Big Awards and BIMA.
 

• Written submissions for awards
   

• Scripting for award entry films and production oversight
   

• Online or printed support materials