Client: Hugo’s is a European bistro in the heart of Auckland’s CBD. Although known for its upscale dining experience, the ambience is casual and inviting, keeping a perfect balance for its corporate clientele.

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Challenge: Their audience prefers straightforward, valuable updates that feel personal, polished, and worthwhile. The challenge was to create a very short welcome email for new subscribers that speaks to urban professionals who value great food, drinks, and service, without the pretension. The copy needed to appeal to their refined taste while still feeling warm, cozy, and approachable.

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Solution: I tapped into the lifestyle of high-performing professionals—balancing their drive to signal status with their need to unwind. I’ve kept the brand voice and a tone that feels both elevated and easygoing, just like Hugo’s. This email had an impressive 41% open rate.

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Design and automation: Copywriting is my expertise, but like many small businesses, this client also needed help with design and automation. I took it on. While the layout isn’t agency-polished (and I know the difference!), it did the job. The client was so happy with the result that they hired me for their monthly newsletter.