As a freelance copywriter for Self-Titled, I work with a team of designers across branding, communications and digital content. I have developed copy for several large property campaigns and worked in-house on both project pitches and client presentations.
Some of the projects I have completed for Self-Titled include:
Liberty One is a Footscray property development of 23 storeys comprising 350 residential apartments which overlooks the Maribyrnong River and Flemington Racecourse. I was commissioned by Self-Titled to develop integrated and meaningful sales copy with distinct messaging that could be used effectively across all print and digital marketing collateral. Building upon the developer’s brand strategy, I delivered copy that directly responded to the name ‘Liberty One’ and honed in on the idea of being ‘at one’ with your surroundings.
Island House is a boutique residential development of 10 luxury residences and three full-floor penthouses located on its own island site in Richmond. I was commissioned by Self-Titled to develop clear and compelling copy for the sales brochure as well as digital and print advertising. By positioning the building as an island counterpart to the modern-day colossus of the MCG and the Victorian-era shops of the Bridge Road precinct, I was able to create a compelling and memorable campaign that stood out in an overcrowded market.
Convene Property is a Melbourne-based residential property development group. I wrote, revised and edited content for Convene’s website launch, including the landing page, team profiles, past projects, vision statement and contact form. By using clear and direct language with a playful edge, I was able to translate the company’s unique business approach into a tailored digital experience.
New Ormond is a boutique residential development of seven townhomes in Melbourne’s south-east. I was commissioned by Self-Titled to write and develop key sales and marketing materials including soft launch items and the print sales book. I helped create an authentic and differentiating brand story by attending workshops with the developer, architect and sales manager and working closely with the creative director and lead designer. Riffing off the idea of Ormond as the ‘new kid on the block’ in Melbourne’s property market, I successfully positioned New Ormond as a timely and vibrant addition to a colourful and established community.