Freelance Copywriters in Western CapeFreelance Copywriters in Western Cape
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Nimi Pretorius's avatar
Nimi Pretorius
proCape Town, South Africa
Building brands people feel something for
New to Contra
Building brands people feel something for
Cover image for SIRKEL Closing the loop: brand strategy,
SIRKEL Closing the loop: brand strategy, creative direction and copywriting for a global investment venture Brand strategy, naming, creative direction, visual identity, website and copywriting for Sirkel Ventures, an investment business working across renewable energy, mining and global markets. THE STORY Sirkel was built around a simple idea: seemingly separate opportunities are often part of something much bigger. The business works across industries, markets and geographies, connecting capital, expertise and opportunity. I wanted the brand to make those connections visible. That led naturally to the idea of the circle, and to Sirkel. From there, I built the visual and verbal world around movement, connection and impact. Circles, ripples, loops and repeating forms became a way to show how one investment can create effects far beyond its starting point. The language followed the same thinking. “Bridging continents. Connecting innovators.” “Embracing diversity and creating opportunity.” “Join our Sirkel of change and impact.” The result was a bold, stripped-back identity that could move comfortably between mining, renewable energy and investment without belonging too obviously to any one of them. WHAT IT TAUGHT ME That a good brand idea can do more than hold a business together. It can help make sense of a business that operates across very different worlds. And that sometimes the simplest shape gives you the biggest world to build from.
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Cover image for ARNO KEMP The room behind the
ARNO KEMP The room behind the decision: brand strategy, creative direction and copywriting for an executive coach Brand strategy, positioning, creative direction, visual identity and copywriting for executive coach Arno Kemp. THE STORY Leadership gets lonelier the more senior you become. By the time someone reaches the top of an organisation, they’re usually very good at looking like they know what they’re doing. But behind the decisions, the meetings and the performance, there’s another conversation happening. The one about whether the role still fits. What comes next. And the things you can’t necessarily say to anyone else in the room. That was the territory I wanted to build Arno Kemp’s brand around. I kept coming back to the space before the visible decision. The thinking, doubt and uncomfortable honesty that happens privately, before a leader walks back into the room. That led to the central idea: “The room behind the decision.” From there I built a visual and verbal world that felt intelligent, quiet and assured. Less like traditional executive coaching and more like a private conversation between two people who understand the stakes. The writing followed the same principle. The role used to fit. This isn’t confusion. It’s consequence. What leaders stop saying out loud. You’re still performing. That’s not the same as fitting. The idea carried through the identity, presentation material, social content and wider brand system. WHAT IT TAUGHT ME That the most interesting thing about a service isn’t always what happens in it. Sometimes it’s the moment that makes someone realise they need it. And that when you’re speaking to accomplished people, you don’t need to tell them how to lead. You need to show them that you understand what leadership feels like.
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Cover image for GINSBURG & SELBY The journey is
GINSBURG & SELBY The journey is yours. The perspective is ours: brand strategy, creative direction and copywriting for an independent wealth firm Brand strategy, creative direction, visual identity, website and copywriting for an independent private wealth business. THE STORY Money is personal. And the more of life you've lived, the more complicated the decisions around it can become. Ginsburg & Selby had been advising people on those decisions for nearly thirty years. I wanted the brand to feel like that. Experienced, calm and thoughtful, without falling into the usual world of wealth management clichés. I kept coming back to the idea of a journey. By the time someone sits down with a wealth adviser, they've already travelled quite a long way. They've built businesses, raised families, made good decisions and probably a few bad ones. They're not looking for someone to take over the journey. They're looking for perspective on what comes next. That led to the central thought: “The journey is yours. The perspective is ours.” From there I built the visual and verbal world around roads, paths and changing perspectives. The ampersand became an important part of the identity too. It gave me a simple way to talk about the relationship at the heart of the business: client and adviser, experience and perspective, what has been and what comes next. I also wanted the writing to feel unusually unhurried for financial services. Held, not hurried. Knowing what not to change is as hard as knowing what to. You only take this journey once. We have taken it many times. The idea eventually found its way into everything from the website and identity to business cards, outdoor, digital screens, social and print. WHAT IT TAUGHT ME That sometimes the best way to make a financial brand feel more credible is to make it feel more human. And that experience doesn't need to announce itself loudly. Sometimes it can simply say: I've seen this road before.
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Cover image for SIGMA ADVISORY When less is the
SIGMA ADVISORY When less is the whole point: brand development for Sigma Advisory Brand direction, visual identity and creative positioning for a private wealth advisory firm. THE STORY Financial advisory is a category where everyone says the same things. Trust. Expertise. Partnership. The words have been borrowed so many times they've stopped meaning anything. Sigma Advisory is a firm that helps growth-minded businesses replace operational chaos with clear systems and capable leadership. The work is serious and the clients are serious. What they needed wasn't a louder way to say the usual things. They needed a brand that could hold the same quiet authority they hold in a room. Deep navy. Clean serif. A horizontal rule that separates the name into two parts without breaking it. Nothing decorative. Nothing that reaches. The identity doesn't announce itself. It assumes its own credibility, which is exactly how the firm operates. The voice followed the same logic. Clarity as confidence, not performance. WHAT IT TAUGHT ME Restraint is a decision that has to be made repeatedly. Every element you leave out is a choice. The discipline is in knowing what the brand can carry without being said.
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Copywriter(3)
Isabelle Coetzee's avatar
Isabelle Coetzee
Cape Town, South Africa
Semi-Technical & Financial Copywriter
Semi-Technical & Financial Copywriter
Cover image for B2C Short-Form Content | Personal Finance
B2C Short-Form Content | Personal Finance
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Cover image for B2B Long-Form Content | Subscription Software
B2B Long-Form Content | Subscription Software
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Cover image for YouTube Scripts | Presentation Delivery
YouTube Scripts | Presentation Delivery
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Kyle Keegan's avatar
Kyle Keegan
Cape Town, South Africa
Copy to engage, nurture, and convert your prospects.
Copy to engage, nurture, and convert your prospects.
Cover image for Linux Vs. Windows: Which Is More Secure?
Linux Vs. Windows: Which Is More Secure?
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Cover image for Ad scripts (Spec)
Ad scripts (Spec)
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Cover image for The Best VPN for Belgium in 2024
The Best VPN for Belgium in 2024
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Neil Büchner's avatar
Neil Büchner
Cape Town, South Africa
Versatile, passionate and adept freelance writer.
Versatile, passionate and adept freelance writer.
Cover image for Hempcrete Architecture Article
Hempcrete Architecture Article
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Cover image for SHAMELESS Profile Piece
SHAMELESS Profile Piece
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Cover image for Ex Hotel Profile Piece
Ex Hotel Profile Piece
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Judéte Fourie's avatar
Judéte Fourie
Cape Town, South Africa
Empathic English Coach & Copywriter
Empathic English Coach & Copywriter
Cover image for Site visit & Review of wine estate
Site visit & Review of wine estate
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Cover image for Event Coverage for annual wine festival
Event Coverage for annual wine festival
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Cover image for Don't Demonize the Dream
Don't Demonize the Dream
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Copywriter(3)