Scaling your impact with strategic messaging and conversion copy…
My work with climate and impact-driven brands spans both strategic brand messaging and conversion copywriting. The following projects show how I've helped these organisations connect with their audiences and drive meaningful action.
Re-Action; Brand messaging
and voice development
Re-Action is a global collective empowering people to become engaged citizens. As a young organisation developing rapidly, they struggled to effectively communicate their core value proposition and vision for change.
Through my brand voice and messaging strategy service, I guided the Re-Action team through focused workshops to uncover their authentic voice and create a comprehensive messaging strategy that aligned with their mission and resonated with their target audience.
The messaging framework revealed that Re-Action's driving purpose differed from what they had been communicating externally. This clarity transformed how they present themselves:
"It's empowered us to feel free in what we say. We're a fairly new organisation and maybe shied away from saying what we really feel. Now we can highlight why we're different, what we're contributing and why someone might want to be involved."
The team discovered the importance of understanding what they stand against in order to articulate their true value. The structured reflection process gave them the language to "say what we feel but in a positive way," making their organisation and mission more compelling.
As founder Gavin Fernie-Jones puts it: "This has made our organisation and mission more compelling. It has helped us to feel more confident in our messaging and gone on to help develop the reason we exist. Isabelle has helped shape us into something that will be more impactful and successful."
Be The Future; Brand voice development
Be The Future creates playful, interactive climate solutions experiences for children in schools and local communities. After significant changes to their business over the past year, their brand voice had become disjointed and no longer aligned with their audience. They recognised the need to refine their messaging but lacked both the time and mental capacity to tackle it themselves.
We worked through a series of targeted exercises to extract her jumbled thoughts and analyse what was and wasn't working in their current brand voice and overall communications.
Together, we crafted a clear, coherent voice that captured the playful spirit of their work. The process helped articulate their brand purpose and personality in fresh ways, with key messages highlighting their position as "climate a-fish-ionados" who spread climate change awareness through fun, engaging programmes for children.
The prompts I shared made them "think in ways I hadn't before" and that the resulting messaging guidelines were "spot on, right down to the brilliant pun use and sense of eyes-wide-childish-wonder evident throughout."
By taking the time to refine their brand voice, Be The Future now has a solid foundation to build upon as they continue bringing climate solutions to life for the next generation.
Co-founder Helen Hill shared: "Remarkably, Isabelle got all of the chaos and jumbled thoughts that were swirling around my head out onto the page. She was able to make sense of what was useful in our current voice, what needed discarding, what had changed, and how best to communicate who we are and what we are here to do. I'm actually looking forward to tweaking our website now to be in this voice (and that's never been said before!)."
Doconomy; Ongoing copywriting support
Working with regenerative marketing agency Zebra Growth, I provided comprehensive copywriting support for their client Doconomy, a fintech company that combines financial services with environmental impact. Their innovative banking tools use behavioural science and human-centred design to help people make more sustainable financial choices.
The Climate-Finance Paradox Report was one of my favourite projects we worked on, one that helped bring Doconomy's unique research to life.
Working collaboratively with Zebra Growth's team, I shaped the data into a compelling narrative. I worked alongside their design team to structure the insights in an engaging way, ensuring complex data translated into clear takeaways for financial institutions.
The report became a valuable conversation starter, helping Doconomy connect with banks looking to strengthen their sustainability offerings.
Following the report's release, I supported the team in developing thought leadership content, including articles for leading industry publications, helping to amplify the report's key findings to an influential audience of banking professionals
Acting as part of their extended team, I also wrote a wide range of content pieces to support their mission. I particularly enjoyed developing lead magnets that showcased Doconomy's unique approach to climate banking, creating valuable resources that financial institutions could download and implement. These lead magnets were supported by strategic multi-channel campaigns–including targeted LinkedIn ads, conversion-focused landing pages, and tailored email sequences–designed to guide financial institutions through the customer journey toward adopting Doconomy's solutions.
Francesca, Head of Marketing at Doconomy, shares: "Working with Isabelle has been brilliant. She's an excellent writer skilled in both short- and long-form copy. She's a great listener who magically delivers fantastic content that's ready to use with minimal feedback needed—she just gets it immediately.
Beyond her writing skills, Isabelle is deeply knowledgeable about climate and fintech, and truly immerses herself in the subjects she writes about. She's an absolute pleasure to work with—attentive, empathetic, and easygoing.
The Doconomy tone of voice document has been a strong foundation for ensuring consistency in our messaging. It strikes a great balance between being informative, approachable, and impactful. Isabelle's ability to create a distinct yet flexible tone has made conveying complex topics both engaging and trustworthy."
Landing page copy + report editing:
Landing page + campaign copy:
Whitepaper + campaign copy:
Ecochain; Article copywriting
Ecochain needed to transform their technical content about environmental impact calculations and Life Cycle Assessment (LCA) into clear, engaging materials for a business audience. The challenge was maintaining the technical accuracy their software deserved while making complex sustainability concepts more approachable.
Working with their team during a strategic content shift, I created articles that bridged the gap between technical expertise and practical application. By translating complex environmental calculations into business-friendly content, I helped make sustainability measurements more tangible and actionable for their users. The result was more engaging content that successfully communicated both the technical capabilities of their software and its practical business value.
"Isabelle struck an excellent balance in her writing... Her work helped bridge the gap between technical expertise and practical application, making our content more engaging for businesses looking to understand and improve their environmental impact." - Aleksandra Melekhina, Ecochain
Zebra Growth; Ongoing copywriting support
I’ve worked with Zebra Growth, a regenerative marketing agency, for over 3 years, developing their brand voice and messaging guidelines while supporting their impact-driven marketing initiatives through copy.
I crafted their voice through team workshops, capturing the essence of their regenerative approach and transforming it into guidelines that bring consistency and impact to every piece of communication.
A highlight of our collaboration was supporting the development of their comprehensive whitepaper on sustainable growth strategies titled "How regenerative startups can be self-sustaining with lean marketing." Drawing on Zebra Growth's extensive experience with impact-driven businesses, I helped craft content that balanced practical marketing advice with regenerative principles. The whitepaper explored how startups can optimise their marketing efforts while staying true to their sustainability missions, using data-driven strategies that prioritise both impact and growth.
Building on this foundation, I've created an abundance of content for Zebra Growth, including in-depth thought leadership articles exploring regenerative marketing principles and targeted email newsletters that nurture their community. My work has helped contribute to important discussions around "marketing as usual" versus regenerative marketing approaches.
Beyond content creation, I've played a crucial role in co-creating content cycles and workflows for the team, ensuring consistency and clear communication. My proactive approach has helped shape not just individual pieces but the overall content strategy, bringing structure to their marketing efforts while maintaining alignment with their regenerative mission.
"Working with Isabelle has been an absolute pleasure! She has not only taken content briefs and turned them into inspiring, compelling, well-researched blogs, newsletters and social posts but also helped bring strategic insight and thought to our content marketing. Her work has helped contribute to important discussions around marketing as usual versus regenerative marketing. Her proactive approach and ability to align with our tone of voice has been invaluable. Beyond content creation, she's played a crucial role in co-creating our content cycles and workflows, ensuring there is consistency and clear communication within the team. If you're looking for a copywriter who goes beyond execution to provide real strategic value, and feels like part of the team, I highly recommend Isabelle." Odette Bester; Zebra Growth
Article + collateral copy:
Article + collateral copy:
Article + collateral copy:
Make your words work harder
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