I help brands and organisations turn complex ideas into clear, structured messaging - across campaigns, editorial formats, product content, and audio storytelling.
With 5+ years of experience spanning freelance copywriting, advertising agencies, and content strategy, I’ve developed tone-of-voice systems, messaging frameworks, and multi-channel content for cultural, NGO, and corporate clients. My work covers everything from campaign headlines and social copy to PR materials, newsletters, scripts, and structured documentation.
Beyond writing, my background in account management at agencies such as DDB trained me to collaborate closely with creative, strategy, and production teams — translating briefs into actionable directions, iterating on feedback, and keeping quality consistent across complex projects.
I bring an editorial instinct shaped by a background in cultural journalism and film studies, and a systems-thinking approach developed through UI/UX coursework and design thinking certification. I care about the logic behind the language - how information is structured, how audiences navigate it, and what makes content actually useful.
What I work on:
Campaign copy (ATL/BTL, social, digital, OOH)
Tone of voice and messaging frameworks
Newsletters, editorial content, PR materials
Audio scripts and narrative content
Website copy and content design
Experience Level
Language
Work Experience
Education
Qualifications
Industry Experience
- Spicy food
- Charismatic brands
- Self-deprecating humor
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The Challenge
Adapt Nando’s culturally specific, cheeky South African brand voice for the Romanian market, a country that doesn’t have Nando’s yet.
Idea & Rationale
Nando’s isn’t here yet - but its spice already is.
Romanians have a complicated relationship with imported brands. We’re skeptical, but we long for brands that get the joke. Nando’s needs to acknowledge this tension, not fight it. The brand feels worth bringing to Romania, while considering the very Romanian habit of questioning foreign things. If the tone is right, Nando’s won’t feel imported… it’ll feel like it gets us!
Objective
Introduce the brand by leaning into Romanian food culture (we love spicy food and bold flavours) while proving Nando’s humour can translate without losing its edge.
Target Audience
Romanians, 20-35, who appreciate charismatic brands, international food trends, and self-aware humour.
Market insight
Romanians love:
But they’re skeptical of imports.
The risk: Romanian humor could overpower Nando’s subtle cheekiness.
Strategic approach
Walk the line between:
Confident, cheeky → but not loud
Playful → but self-aware
Romanian → but distinctly Nando’s
Tone of voice
● Confident, a bit cheeky
● Playful, but not loud
● Self-aware, not just for irony’s sake
Formats
● Social media posts
● Video script
● Brand activation concept
● App interface copy
- Da, puțin ajutor e de folos!
- Încă prefer să parchez singur!
Project type
Agency work
The Challenge
Maintain brand consistency across multiple touchpoints while adapting tone for different communication goals.
Target Audience
Romanian car buyers and ŠKODA owners, ages 25-50, professionals seeking reliable, smart mobility solutions.
Strategy & Approach
I developed two distinct newsletter streams with tailored messaging:
General updates - Product news, features, brand stories (informative, trustworthy tone)
Event invitations -Test drives, launches, community experiences (warmer, more personal tone)
Each stream had purpose-built CTAs and subject lines designed to drive specific actions. Additionally, I wrote social media posts, including polls and stories.
Formats
Email newsletters (2 formats)
Social media posts
Polls and interactive content
Send cadence
Monthly: General, Events (bi-weekly during summer)
Newsletter 1 - ŠKODA ESSENTIALS
Newsletter 2 - ŠKODA EXPERIENCES
Instagram Posts (Sample) - „Simply Clever Moments”
Parchează din telefon!
Cu Remote Parking, Škoda Enyaq se parchează singur, la un ecran distanță. Perfect pentru locuri înguste și ieșiri spectaculoase. Controlul se face direct din aplicația MyŠkoda!
#SkodaEnyaq #RemoteParking #SmartCar #SimplyCleverMoments
Story - Poll:
Ai încredere în tehnologie pentru a parca?
Detaliile mici fac diferența: de la o umbrelă ascunsă în ușă până la porturi USB-C de 45W pentru toți pasagerii: Škoda Enyaq e plin de soluții Simply Clever care contează în fiecare zi!
#SimplyClever #SkodaEnyaq #SimplyCleverMoments
Story:
Știai că o umbrelă ascunsă în ușă poate salva o zi ploioasă? Detaliile mici fac diferența când pleci la drum cu Škoda Enyaq!
Tu te relaxezi, Škoda Enyaq te ține pe drum! Lane Assist te ajută să rămâi în bandă chiar și atunci când atenția fuge. Pachetul extins de siguranță include: Side Assist, Crew Protect Assist, Adaptive Cruise Control și Drowsiness Assist. Subtil și mereu vigilent.
#LaneAssist #SkodaEnyaq #SafetyFirst #SimplyCleverMoments
Story:
Relaxare totală la volan! Lane Assist îți ține mașina pe drum, astfel încât tu să te bucuri de călătorie!
Facebook Posts (sample)
Autonomia ține pasul cu tine! Noul Škoda Enyaq oferă până la 591 km autonomie datorită unei aerodinamici îmbunătățite (coeficient de doar 0.225), a noii baterii de 82 kW. Nu doar că merge mai departe, dar se adaptează inteligent traficului cu Travel Assist 2.6! Sistemul folosește date în timp real ca să anticipeze curbele și să păstreze banda. Condu inteligent și fără stres!
#SkodaEnyaq #SmartDrive
PROBLEM
Brand voice stops one you open the app:
Most food apps use neutral, interchangeable language. This creates a quiet but real disconnect: a brand that’s warm and cheeky in marketing becomes cold and transactional the moment you actually try to order.
Generic copy everywhere: Error messages, empty states, and confirmations that could belong to any app.
Friction at key moments: Unclear onboarding, payment anxiety, and no reassurance when things go wrong.
GOAL - Microcopy that earns its words
Create UX copy that reduces friction at stress moments, builds trust during sensitive interactions like payment, maintains Nando’s playful voice without sacrificing clarity, and makes every screen feel like it was written by a person, not a template.
APPROACH - Studying the voice before writing the words
Before writing a single line of copy, the tone of voice had to be mapped. Nando’s brand language is playful, cheeky, warm, and surprisingly self-aware. It never takes itself too seriously, but it’s never unclear either.
Wrote multiple copy variants per screen and filtered for the balance of clarity and personality.
Used a simple tension test: would a user still understand this immediately?
Key microcopy decisions
ONBOARDING - FIRST SCREEN
ERROR STATE - PAYMENT FAILED
EMPTY BASKET STATE
ORDER CONFIRMED
Conversational, never corporate FEATURE ADDITION - Spice Roulette: making indecision fun The Spice Roulette feature started with a simple observation: choosing your heat level can feel like a commitment. But what if that moment of uncertainty became part of the fun?
HOW IT WORKS:
Set your spice range
Tap the card to spin
Roulette lands on a level
Background shifts colour
Suggested dish pops up
Why this matters: The feature accounts for spice anxiety, dietary needs, and pain thresholds, without making those concerns feel like obstacles. The fun is the surface. The safety is the structure underneath.
INTERACTION DESIGN NOTES:
Quick bottle shake animation after the spin: tactile, brand-consistent payoff
Ticking roulette sound cue heightens anticipation during the spin
Sauce bottle lands: the moment of reveal is a micro-celebration
Background colour shift reinforces the result and shows the chosen meal What this project demonstrates This project wasn’t about redesigning Nando’s app from scratch. It was about asking a focused question: what happens to a brand when its voice moves from marketing into product?
The answer lives in small decisions: a confirmation message, an error state, a feature name. Those moments accumulate into something that either feels like the brand, or doesn’t. The goal was to make sure they do.
Project type
Spec work
Role
UX Writing, Microcopy, Translations
The Challenge
Headspace’s calm, supportive tone works really well in English, but Romanian doesn’t have the same relationship with self-care language.
Direct translations feel:
● Too corporate
● Too soft (gentleness can be perceived as weakness)
● Too foreign (overly positive language feels off)
The idea: Making Headspace feel like a trusted Romanian friend (warm but not patronizing, encouraging but not preachy).
Cultural insight
Romanians have a complicated relationship with mental health and self-care. We’re skeptical of wellness culture, we’re action-oriented, but we do respond to practical help framed as everyday support. Because we value directness with warmth over plain encouragement.
Headspace in Romanian should feel less like a influencer-guru, more warm ("sit for a bit, it’ll do you good)”.
Tone
EN:
● Calm, non-judgmental
● Encouraging without being pushy
● Focus on small, achievable steps
RO:
● Conversational, not stale or clinical
● Direct but gentle
● Self-aware humor when appropriate (Romanians trust brands that don’t take themselves too seriously)
● Practical framing (“time for yourself”)
Extra microcopy examples
● Comeback notification: “Ți-am simțit lipsa, ți-am păstrat un loc.”
● Error messages: “Hopa! Hai să mai încercăm încă o dată! Informația introdusă nu se potrivește cu baza noastră de date. Încearcă din nou. Pentru ajutor suplimentar, te rugăm să consulți pagina de Întrebări frecvente.”
● Reminders: "Ai un minut? E timpul pentru o pauză.”
”Se apropie ora de culcare Încearcă să te culci în următoarele 30 de minute pentru a te trezi odihnit mâine dimineață."
● Hitting a milestone: “Motive de bucurie: __ zile la rând!”
● Completed meditation: “Gata! Cum te simți?”
Launch Campaign Concept: “MINUTE PENTRU TINE”
OOH: Billboards at busy intersections
“Stai în trafic? Respiră. 1… 2… 3…”
“Câteva minute pentru tine. Nu e mult, dar contează.”
"Pauză de la griji. Nu de la muncă.”
Social media:
● Instagram Stories: “Swipe pentru 60 de secunde de liniște”
● Reels: Quick breathing exercises with Romanian voiceover
● Posts: Before/after scenarios (Romanian daily stress → 5-min Headspace break)
Partnership: Collab with Romanian wellness influencers who are credible and mental health advocates
App Store copy:
Tagline: ”Minute pentru tine"
Description opening: "Îți fug gândurile? Hai să le depășim.”
Alternative concepts
Concept A: “Minute pentru tine.”
Concept B: “Respiră. Totul va fi bine.”
Anxiety relief and normalising mental health struggles. More serious tone and approach.
Concept C: "Capul sus. Inspiră… expiră.”
Optimistic, resilience-focused with a small exercise.
I chose Concept A because Romanians respond better to practical value than emotional appeals in marketing.
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