Senior copywriter, content writer and idea generator for brands, products and designers.

And all the other high-performance marketing words you need.

Hello! I’m Dave.

I’m a Vancouver-based freelance senior copywriter and I help brands, agencies, DTCs and startups find the best words to tell their stories the right way.

Whether it's writing websites, product descriptions, digital content, or building a brand from the ground up, I specialise in quality writing and storytelling for local and global brands.

Services

SERVICES

- Creative copywriting + content writing
- Taglines, headlines, banners
- Website writing + app writing
- Performance marketing + SEO
- EDM + newsletters
- Video scripts + interviews
- Articles, blog + social posts
- Presentations + reports
- Pitch / RFP deck writing + polishing
- Press releases and promo
- Editing, QC polishing + proofreading
- AI prompt generation
- Brand strategy
- Brand story + narratives
- Brand naming
- Brand identity + guidelines
- Branded content
- Brand voice
- Product descriptions
- Product display pages (PDP)
- Product naming and narrative
- Packaging copywriting
- Guidelines + how-to’s
- Brand naming + brand architecture
- Product naming
- Property naming (residential, office, retail, hospitality, f&b)
- Event naming
- Campaign / initiative naming
- Brand voice creation
- Tone of voice guidelines
- Adaption/updating content to fit brand voice
- Design guideline writing
- Pitch / RFP deck writing + polishing
- Brainstorming

CASE STUDIES

Wilet

Wilet is a Vancouver-based DTC company that rebranded to widen their product range beyond bedding, to cover the whole home. Their new story was all about rest. Products that support a restful existence in the home, and the self-care benefits to wellbeing this brings.
I created a line to build this idea around: “Make room for rest”. Both in your life, and in your home. I helped them craft messages about this evolution and their refreshed brand story, and also helped write PDP copy and came up with a name for their rewards programme that all fit with the overall tone and vibe.
I love working with companies like Wilet. Smaller companies driven by ambitious people, where I can learn their story and help capture and communicate it around a simple line or idea.

Philips Flite

I worked with Philips (as part of Gibson Innovations) on a number of headphones, speakers and home cinema projects. But by far my most significant involvement was with Flite headphones.
I was able to be part of this project from very near the beginning, when the designs were still in development. The design objective was to create lightweight, compact and sleek headphones, that would offer comfort and easy portability. During product development I created the name Flite around the idea of lightness (feather-light) and aerodynamic streamlining.
This helped guide the overall design direction and product narrative. I named the whole range of products around this idea, and wrote PDP for the website and a social push after launch.

Recyko

In the lead-up to the launch of their new rechargeable battery range, Recyko spent some time revisiting their brand story and sustainability message. This would provide the foundations to support the design direction, messaging and product descriptions.
Working closely with the design team, we created guidance for the overall brand – from the big picture sustainability story down to specific product stories for different audiences. This also tied with the brand’s switch to paper packaging, away from plastics.
All in all, the project captured the essence of something important. The path to sustainability involves lots of simple adjustments. And knowing there’s a more sustainable option actually makes our choices (as consumers) easier.

Koodesign

I have worked closely with Koodesign since they formed the company. Founder Larry Koo is a high-level product designer, seeing products from inception through manufacturing and eventual launch.
In addition to helping create and maintain their website, I’ve written many product design stories for Koodesign’s projects. I have come to really enjoy working with designers. It’s rewarding to clearly communicate the story behind their concepts, the design intention, and their vision for the user experience.
In addition to providing copy support whenever needed for client projects, I have also helped them create new brands and write social media posts and project updates.

Genius Greens!

Genius Greens! is an online fresh produce delivery service with a very cool story. Based in Hong Kong, where access to locally-grown produce is something you rarely find, Genius Greens is able to grow, harvest and ship fresh vegetables and herbs from their vertical aeroponic gardens in the city.
Working with Totem Media, we created a complete rebrand and expanded their brand story for a new website that would serve as their e-commerce / membership platform. In addition to the vertical farming backstory, we also needed to emphasize the high quality of their produce (which had taken the notice of several high-end restaurants). We also needed to keep it fun and inviting.
In addition to writing all the website copy and PDP, we created launch materials including email marketing and social media.

Totem Media

In addition to partnering with Totem Media on client projects, I’ve worked closely with Totem to create a wide range of insight reports and other content relating to digital marketing, DTC brands, and particularly brand activity in China and Asia Pacific.
These reports serve as a useful resource for brands and marketing decision-makers. They are packed with data and stats, alongside explanations of trends and projections of future expectations. On top of the reports, I help create an ongoing series of EDMs, blog posts and press communications.
For client projects, I’ve worked with Totem to create and accelerate brands – from new brand creation to rebranding, as well as the production of bespoke reports and creative content for existing brands.

NFT Maker

NFT Maker is an interesting project, where a bit of explaining was required to clarify what is a relatively simple concept. And the product certainly makes life simpler for digital artists that are looking to create incredibly vast numbers of one-of-a-kind art.
The platform enables artists to enter a few image components – let’s say hats, clothes and hairstyles – and then instantly generate many thousands of image options using all the various combinations, without needing to do any complicated coding, and ensuring that no two are the same (which is important for NFT art).
Keeping everything clear and simple was the main goal here, as well as using an appropriate tone of voice and enthusiasm to encourage some creative output.

Steelcase

I worked with Steelcase on a number of projects, but two stand out. Materiality Matters was a look-book / style book that told the story of the tactile, organic, sensory materials Steelcase was using. I built a story around touch, and tied in this sense of feel throughout the storytelling.
The other project was the launch of a new Series 1 line, which was built around the concept of finding the right match for you. Depending on the kind of person you care, the way you work, and what you’re all about. We created personas and characteristics that were reflected in descriptive copy and brought to life in vibrant colour sets and expressive design.

ABOUT

What is a copywriter anyway?

It’s okay to ask.

A copywriter is a writer. We help clients find the best words for the project, writing persuasive messages that fit a brand's audience and goals. We get to know what a brand is all about and what messages need to be delivered. Then we use this knowledge to create great content for websites, ads, blogs, product descriptions, videos, social media, and more, making sure every word hits right and gets results.

Copywriters are also ideas people. We don't just write. We listen to our clients to understand their strategic brand goals, and we partner with designers, art directors, video producers, developers, and others to reach creative solutions. We articulate and voice brands, telling stories that help win the hearts and minds of their audiences.

Often big ideas start with simple words, and the joy of being a copywriter is seeing those words come to life.

As for me, I’m based in beautiful Vancouver these days, but I lived and worked in Hong Kong for many years and still work with clients in Asia.

"I worked with Dave for many years (over 10 years I just realised) and I can wholeheartedly recommend him for any role or assignment. Aside from his obvious technical writing skills, Dave is talented, curious and super collaborative and those are qualities you want on your team for any creative assignments. Oh and he is also a bona fide rock star!"

Bjorn Fjelddahl, Partner at Eight Partnership
"Dave has worked with us since day one, from helping us launch our new brand all the way through to our recent rebrand. He’s worked with us on big picture brand needs, like fine tuning our story and finding the right tone, and he channels that into the writing for our products. We think of him as a member of our extended team, and whenever we have a new story to tell we’ll give him a call!"

Vivian McCormick, CEO at Wilet
“Dave has a profound comprehension of the intricacies of design and its impact, which translates into seamless and productive collaborations. It's not just word selection, he adeptly forms concepts that work in harmony with the visual and overarching project vision. Our collaborative projects benefitted from his involvement, and he has a kind of creative energy that’s fun to be around.”

Greg Durrell, CEO at Tomorrow Creative Services
"Since the launch of my design firm, Dave has been my go-to copywriter. Our years of collaboration have proven to be more than just a professional relationship—it's a complementary partnership. His knowledge of brand development has benefitted several of our client projects. Together, we've managed to strike a great balance of design and words. This is a great kind of synergy, and we both truly value the harmonious dynamic we've built over the years."

Larry Koo, Founder and Creative Director at Koodesign
"I have been lucky to work with Dave on dozens of projects across a huge variety of industries and covering a broad scope of briefs and work formats. He is professional, proactive, and practical in his approach, without compromising on creativity. He is one of the few people I would trust with my own personal and professional branding projects, and would work with him again in a heartbeat."

Cruzanne Macalligan, Senior Copywriter at The Quick Word Company
I had the pleasure of working full-time with Dave at Eight Partnership and on a contract basis at Landor/Fitch. We collaborated closely on projects big and small; from building new brands to content creation. Dave is an astute and agile writer and is not intimidated by the challenges of a loose or wonky brief. He understands the creative problem-solving process, asks the right questions and has a talent for connecting with any audience.

Kee Ling Turner, Partner and CCO at FGBC APAC