Services
“Working with her was like having a magic wand.”
– Steve Elwell, Real former boss, real quote
Strategy
Content niche development
Find your thing—and own it. Zero in on a content space that’s relevant and 100% on-brand.
Brand voice development
Find your brand’s personality and voice to stand out and build a deeper connection with your people.
Key messaging pillars
Nail your core messages so your brand isn’t reinventing the wheel every time someone hits “compose.” Great for new brands, products, or relaunches.
Editorial content calendars
No more last-minute scrambling. Content calendars that are smart, strategic, and actually doable with your budget and resources. You do the rest, or I can step in to finalize your copy.
Words + content
Copywriting + editing
Need words that sound good and get clicks? Get copy that sounds human, hits your goals, and makes people feel something.
landing page copy
product copy
paid ad copy
email content
app or text notifications (SMS)
Copy guidelines
Get even tighter with the way your brand sounds across different channels. Turn your brand voice into a cheat sheet your whole team can use—less guesswork, more consistency.
Creative direction
Words are just the beginning. I team up with your favorite designers, videographers, and photographers to bring content to life.
I get to business, like mapping detailed guidelines on how to style and photograph an organic carrot. That sort of detail = less confusion + rounds of edits.
User experience
UX writing
This content matters too! Help your users navigate and make sense of your site or app with clear, concise UX writing. Convert subscribers, onboard new users, or design flows for them to follow with ease.
Some examples:
onboarding flows
error messages / empty states
checkout screens
navigation / menus
tooltips
tracking tools
Content design systems
Like a style guide for your UX writing. I craft standards for reusable UI components like buttons and error messages, clear voice rules, and thoughtful guidelines that keep writers and designers aligned. The secret to building faster flows, cleaner UX, and cohesive content.
Currently taking hourly and contract clients
Don’t see what you need? Reach out so we can dial in on what you need.
Testimonials
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"As Freshpet's lead content strategist for several years, Karina was a powerhouse for generating creative concepts that drove business. Whether she was developing viral video concepts for the holiday campaigns, producing high-performing creative for our multi-million dollar digital marketing campaigns, or coming up with headline-grabbing stunts or brand experiences, Karina was never at a loss for incisive, differentiated thinking. I could always trust her to be the voice of the consumer, and guide our marketing toward on-brand executions that spoke the language of real pet parents."
Steve Elwell, Director of Digital Marketing @ Freshpet
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"I had the pleasure of collaborating with Karina on developing a comprehensive style and brand guide for our team. She played a pivotal role in shaping the guide, working seamlessly with both the copywriting team and other stakeholders to ensure consistency and clarity across all content. Karina’s care and attention to detail throughout the project were truly appreciated and played a key role in the successful outcome."
Mariane Héroux Potter, Operations and Project Manager @ Simple App
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"Working with Karina was always the easiest part of my job. She’s quick to respond, easy to talk to, and manages her work independently. Unlike others who just focus on word count, Karina truly understands UX copy—she makes every word count and never confuses the user. She also takes the bigger picture into account, suggesting improvements beyond just the text. In short, Karina isn’t just a writer—she’s a real partner in the design process, and our projects benefited greatly because of her."
Anton Filonov, UX Designer @ Simple App