The IIMH is the professional register for qualified medical herbalists in Ireland. A small organisation, but one with serious credentials and a story worth telling visually.
The brief was clear from the start. Clinical authority first. Irish identity second. Nothing that reads as wellness, herbal tea, or alternative therapy.
The logo draws on Ogham, the ancient Irish tree script. Written horizontally as it appeared in Irish manuscripts rather than carved vertically on stone. It sits quietly above the IIMH wordmark.
The brand is built to live across a professional register site, membership certificates, a Code of Ethics document, and formal correspondence. Every decision made with one question in mind:
Would a GP take this seriously?
The answer is YES.
I posted another couple of new Looker Studio dashboards in my Contra shop today and thought I would share some related eye candy with ya'll.
This is a bundle of four funnel and timeline data visualizations / infographics that I created specifically for Google Analytics e-commerce events.
I was inspired to create this after having stumbled upon a slough of similar GA4 ecommerce-related dashboards that were woefully visually unappealing. Creating more beauty in the world around me is one of my prime movers.
https://contra.com/products/mYxjErTV-ga4-ecommerce-funnel-visualization-pack
Full Sales Funnel Copywriting
Industry: Nonprofit Fundraising
Role: Sales & Email Copywriter
This is an example of a complete sales funnel I wrote for a benefit auctioneer who teaches small nonprofits to raise more at their galas.
The problem: He had 15 years of expertise and a proven method, but no funnel to turn first-time gala chairs into students for his courses.
What I did: I built his brand voice and customer avatar, then wrote the full funnel: lead magnet, $27 offer, $997 course pages, and nurture emails.
You can check it out here: https://drive.google.com/drive/folders/1xjur_aV43AOpV9ybb_mBMlTi0QpGFb-B?usp=sharing
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Marketing Funnel + Email Content Strategy
Industry: Business Coach
Role: Marketing Strategist + Newsletter Ghostwriter
This is an example of a funnel audit I did for a business coach who wasn't converting as many leads as he could into his program.
The problem: Even though he has a large audience, the customer journey to join his program had many leaks, and the emails weren't as effective as they could be.
What I did: I analyzed his funnel and landing pages, provided insights to improve them, and created a step-by-step plan to increase conversions.
You can check it out here:
https://www.figma.com/board/S33YVFaJk1IEtl3B0iTdBq/Biz-Coach-Funnel-Strategy?node-id=0-1&p=f&t=17xJBoK13XeRZ7Hc-0
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Launch Copywriting
Industry: Real Estate Agent
Role: Direct-Response Copywriter, Email Copywriter, Sales Copywriter
I worked with a real estate agent to write her 3-step marketing funnel, including the main sales page and upsell page, as well as a variety of email sequences to launch and nurture both her email list and past customers down the funnel.
The problem: She is an industry expert, but had never created an online course before and had no idea how to market herself.
What I did: I used her already-built-out strategy to make her sales pages and emails as compelling as possible, so her ICP would be excited to buy from her.
You can read every piece of the copy I wrote here:
https://drive.google.com/drive/folders/1QYjyCB3MPMu5jtd_UYg4evYypfT2Hueb?usp=sharing