I lead brand voice, product copy, and customer journey messaging for ecommerce brands, so clarity holds as they grow, launch, and scale.
Where Brand Clarity Meets Product Growth
I work with product-led ecommerce brands that already have strong products, but need their messaging to work harder and more consistently as they grow.
Through IBTL (In Between the Lines), I connect brand strategy, brand voice, and product copy to bring clarity across product pages, campaigns, email flows, and launches.
The focus isn’t on producing more content.
It’s on building clear, aligned communication systems that support long-term trust, conversion, and scale.
Based in Prague 
Working with product-led brands across Europe.
Led personally. Crafted with intention.
Fashion · Lifestyle · Wellness · Health & Nutrition · Consumer goods ·
Fashion · Lifestyle · Wellness · Health & Nutrition · Consumer goods ·
Fashion · Lifestyle · Wellness · Health & Nutrition · Consumer goods ·
Who Is This For?
Designed for product-led e-commerce brands who:
– Are scaling and need consistency across markets, teams, or channels
– Care how their products are described, not just how often they’re promoted
– Want messaging that reflects the quality and intention behind what they sell
– Value clarity, accuracy, and responsibility in how they communicate
Particularly suited to purpose-led brands in fashion, lifestyle, wellness, and consumer goods.
How I Approach Brand Clarity
At IBTL, every engagement begins with clarity.
Before any writing starts, I align brand voice, messaging priorities, and the customer journey, so every decision is grounded in strategy, not guesswork.
This creates consistency across your ecommerce ecosystem, from first interaction to repeat purchase, while leaving room for nuance, growth, and evolution.
CLARITY · CONSISTENCY · TRUST · PRODUCT-LED ECOMMERCE · EUROPE
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CLARITY · CONSISTENCY · TRUST · PRODUCT-LED ECOMMERCE · EUROPE
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CLARITY · CONSISTENCY · TRUST · PRODUCT-LED ECOMMERCE · EUROPE
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Trusted by product-led ecommerce brands across Europe
I support product-led ecommerce brands at different stages of growth — from scaling teams to established international businesses — bringing clarity and consistency to their brand and product messaging.
Below are a few words from people I’ve worked with.
I work with Iustina within the Waterdrop.ro market. Together we prepare copy and marketing texts for the Romanian market […]. I appreciate Iustina’s […] diligence, meeting deadlines, and her ability to adapt to a demanding client like us.
Kateřina Navrátilová
CEEManaging Director, Waterdrop
I’ve worked with Iusti for over a year now […] at ragwear, a vegan clothing brand. Our texts often include catchy wordplays and common sayings […] but she always makes them work. She is efficient, time considerate, and always willing to help, even when things change last minute, making sure […] things go out when they should.
We’ve collaborated on newsletters, product descriptions, website assets, blog articles, sales collection launches, and promotional content, and she always keeps it on brand while giving it a special voice.
Paula Morales
Marketing Manager, Ragwear
ARE WE
A GOOD FIT?
🧩🧩
We are a good fit if.....
🧩 You see copy as a strategic asset
🧩 You want clarity and consistency across your brand
🧩 You value thoughtful collaboration and long‑term thinking
We are likely not a good fit if.....
❌ You prioritise speed over accuracy
❌ You want copy that sells at any cost
❌ You’re looking for one‑off execution without strategic alignment
If this feels aligned, the next step is a conversation.
BOOK A CALL
Clarity before scale · Strategy before execution · Words that last ·
Clarity before scale · Strategy before execution · Words that last ·
Clarity before scale · Strategy before execution · Words that last ·
For brands ready for deeper collaboration
A considered, hands-on partnership focused on long-term clarity and consistency.
Work with me
Strategic brand clarity and messaging collaboration.
This page outlines how I work with a small number of product‑led e‑commerce brands each year.
For teams who want to work in-house
Structured tools and frameworks to bring clarity to your messaging — without outsourcing everything.
The Copy Shelf
Templates, frameworks, and tools for teams who want to build clarity internally, without starting from scratch or outsourcing. Grab what you need for your brand and create with clarity and consistency.
[ Some Wonderful Feedback ]
I appreciate the perfect collaboration and reliability. Iustina was a copywriter for the Romanian market, and I outsourced articles for the Notino blog. Iustina adhered to the assignment and did a good job. Thank you for great 2-years cooperation. I can recommend.
Lucie Frýbortová
Social Media Manager, L'Oréal
I can say with complete confidence that working with Iusti was an excellent experience. […] She came across as highly professional — her communication was fast and clear, and her […] work was accurate […] and always sensitive to the tone and context of the text.
She always delivered the final result on time, with no need for additional edits. I truly appreciate her attention to detail and her overall thoroughness.
Linda Hubičková
HR Manager, Follow Bubble
[ FAQs ]
What is purpose-driven ecommerce copywriting?
Purpose-driven ecommerce copywriting makes your brand’s values clear and trustworthy so customers know exactly why you matter. At IBTL, I use the CLEAR Messaging Method to turn your mission into copy that connects, builds loyalty, and drives ethical growth.
Is this right for brands that already sell well?
Yes. Many of the brands I support are already established. They come to me when growth brings complexity — more products, more markets, more teams — and they need clarity and consistency to keep everything aligned.
What is the CLEAR Messaging Method?
The CLEAR Messaging Method is IBTL’s framework for purpose-driven copywriting. It aligns every message to Clarity, Legitimacy, Ethics, Accuracy, and Responsibility, so your words are clear, credible, and human.
The CLEAR Messaging Method is a five-step approach I created to make copywriting transparent and trustworthy.
Clarity: simple, specific words instead of jargon.
Legitimacy: back every claim with proof.
Ethics: write with honesty, and avoid greenwashing or hype.
Accuracy: fact-check and stay precise.
Responsibility: take ownership of your words and their impact.
Together, these steps give founders confidence that their brand story is strong, ethical, and audience-ready.
Why choose a purpose-driven copywriter instead of a traditional one?
A purpose-driven copywriter helps you avoid vague claims or greenwashing by grounding your story in values, facts, and transparency. At IBTL, copy is written to build trust and attract the right audience, not just clicks.
Traditional marketing often focuses only on sales. Purpose-driven copywriting takes a different approach: it builds credibility, nurtures community, and keeps your values visible in every word. This matters because today’s customers are more selective and quick to spot empty claims.
By working with a purpose-driven copywriter, you ensure your message is aligned with your mission and creates lasting trust, rather than one-time conversions.
CLARITY IS AN ONGOING PRACTICE · STAY IN THE LOOP ·
CLARITY IS AN ONGOING PRACTICE · STAY IN THE LOOP ·
CLARITY IS AN ONGOING PRACTICE · STAY IN THE LOOP ·
If clarity, consistency, and responsibility matter to you,
you’re in the right place.
Prefer to explore ideas before starting a conversation?
Think of my newsletter as a collection of insights drawn from real client work and decisions you can use: brand clarity, product storytelling, and responsibility in practice.