branding for editorial professionals

A Quietly Confident Brand & Website for Copy Perfect

A calm, refined identity for a freelance editorial expert. Heidi needed a brand and website that blended quiet confidence with professional polish - striking the balance between personal warmth and editorial precision.

✽ Brand Strategy ✽ Custom Brand Identity ✽ Custom Website Design

✽ Brand Strategy ✽ Custom Brand Identity ✽ Custom Website Design

The challenge

Although Heidi had been freelancing for some time, she had never developed a formal brand identity. With her business growing and her client base expanding, she felt ready to take things to the next level - to create a cohesive, professional presence that truly reflected her experience and values. She wanted to position herself as a trusted editorial partner for marketing teams and purpose-led brands, with a brand that struck the right balance: polished but approachable, credible but never corporate, warm but never overly soft.

Business cards for Copy Perfect, a copywriting company. The front card has a feather icon, the company name, and the tagline 'Copy that connects. Words that work.' The back card has contact details, including phone number, website, and email, and a logo.

The Pretty Powerful transformation

A minimalist office desk with a desktop computer displaying a profile of Heidi Briggs, a stack of books, a rock, and a white cup on the light wood desk, and a white and gold desk lamp against a plain wall.
Minimalist beige background with a gray feather and the text 'Copy Perfect' and 'Copy that connects. Words that work.' underneath.
Multiple electronic devices displaying a website, including a laptop, tablet, and smartphone, with images of a smiling woman reading.
A business card placed inside a beige, speckled ceramic bowl.
Branding image with a minimalistic logo and the words 'Copy Perfect' on a pink background.
Smartphone on a table displaying a profile page of a woman named Heidi Briggs, with a photo of her smiling and text describing her as a freelance proofreader and copywriter.
A top-down view of a minimalist workspace with a white round vase, two closed beige notebooks, and a printed document on a beige surface with soft shadows.
A logo featuring a quill pen and the letter 'P' on a textured grey background.

The Powerful

strategy & foundation

We began by clarifying Heidi’s brand essence - calm, grounded, quietly confident - and positioning her as a professional editorial partner with a warm, human edge. Through in-depth discovery, we uncovered the need to balance her love of nature and subtle femininity with the credibility and clarity that clients seek from a seasoned copy professional.

The result was a tone of voice and design direction that communicates ease, flow and editorial precision - without ever feeling dry or impersonal.

The Pretty

visual identity & experience

The visual identity centres around a modern, stylised quill - more pen than feather - nodding to both nature and editorial craft.

Muted tones of sage, cream, dusty rose and charcoal evoke calm and credibility, while elegant serif and clean sans serif fonts bring clarity and warmth.

The website design mirrors this tone - clean, structured and editorial - creating a seamless, professional presence that feels quietly confident and intuitively human.

The Outcome

Heidi’s new brand and website now reflect the quality of her editorial work - quietly confident, professional and deeply thoughtful. She’s attracting the right kind of clients, showing up with clarity and standing out as a dependable, intuitive partner for marketing teams and purpose-led brands.

client love

Laptop, tablet, and smartphone displaying a woman's professional website or portfolio with images of her working, reading, and smiling.
“I love the way you explain everything so thoroughly. You really are a joy to work with!”
— Heidi Briggs, Copy Perfect

Ready for your own transformation?

This is what happens when strategy meets soul, and design is led by intention. If you're ready for a brand identity that reflects where you're headed - and helps you get there - I’d love to create something Pretty Powerful for you.

Let's create something pretty powerful together