WHY WE EXIST
At In Between the Lines (IBTL), we believe clarity is the bridge between purpose and connection.
We are here to help conscious, purpose-led brands find and express what they truly stand for, through words that feel as good as they sound.
Because when your message is clear, your mission is understood, and your audience can feel the difference.
→ This belief inspired The CLEAR Messaging Method: our framework for brands ready to sound as good as the good they do.
OUR MISSION
Founded in 2018, In Between the Lines started as a small studio focused on localization and copyediting.
Today, it’s a mission-driven space for sustainable and purpose-led brands that want their words to work as hard as they do.
Our mission is simple yet intentional:
To help founders, creative teams, and ecommerce brands move from confusion to clarity through conscious, conversion-ready copy that connects, converts, and stays true to your values.
We do this by:
- Crafting words that align your story with your strategy.
- Building consistent, ethical messaging across every touchpoint.
- Using the CLEAR Messaging Method to simplify your brand’s communication and strengthen connections.
Explore how we do it in the CLEAR Messaging Blueprint or start with a Mini Manifesto Audit.
OUR VISION
We envision a future where clarity becomes the new standard in business communication, where brands grow through truth, not trends.
A world where conscious ecommerce thrives because every word is rooted in purpose, not performance.
Our goal for the next decade is to expand In Between the Lines into a space where strategy, story, and sustainability meet, helping purpose-led brands scale consciously, one clear message at a time.
OUR MANIFESTO
We believe clarity creates connection.
That honest words build trust.
That your story deserves space, attention, and structure.
That sustainability starts in what you do and shines through how you say it.
We believe in progress, not perfection.
Because a good business is a journey, not a picture-perfect story.
[Read Our Brand Manifesto] – coming soon
It was a pleasure to work with Iustina, the translations were perfect and always on time.
Andrea Weiková
Global Social Media Manager, Notino
I am very happy with Iustina's services, she is extremely prompt with responses and her work is neat and concise. Thank you for being a reliable member of our team!
Zlata Žahourková
Client Success Manager at Dream.jobs
OUR CORE VALUES
CLARITY
Our belief: Clear language is the foundation of trust.
What we do: We cut the fluff, define every claim, and keep meaning over. marketing.
How we live it:
We translate complexity into connection. Every piece of copy answers “what does this mean for your reader?”
We say no to jargon and make space for plain, specific words.
Our drafts include term definitions, rationale notes, and transparency markers (what’s proven vs. in progress).
Clarity isn’t just a tone choice; it’s an ethical choice because confusion costs trust.
How you’ll feel it:
When you read our work, you’ll know exactly what’s being promised and why it matters.
PURPOSE & PASSION
Our belief: Good copy is guided by purpose and fuelled by care.
What we do: We write with conviction and heart, and we anchor every message in “why this matters.”
How we live it:
Every project starts with an alignment call on intention before we ever touch the words.
We prioritise storytelling that makes change tangible, not trendy.
If the copy doesn’t reflect your purpose, we rewrite until it does.
We celebrate meaningful progress over polished perfection.
How you’ll feel it:
Your message will sound more like you and feel connected to the deeper reason you do what you do.
COMMITMENT
Our belief: Showing up fully is the purest form of professionalism.
What we do: We honour timelines, respect boundaries, and deliver what we promise.
How we live it:
Every project has clear timelines, defined scopes, and transparent progress tracking.
We communicate proactively, not reactively.
When priorities shift, we adapt without compromising quality.
We treat every brief like a collaboration, not a transaction.
How you’ll feel it:
You’ll never have to chase updates or wonder where things stand. Our process makes clarity visible at every stage.
COLLABORATION
Our belief: Great copy is co-created — not handed down.
What we do: We invite our clients into the creative process as equals.
How we live it:
Our CLEAR Copy Co-Lab lets you co-write live, every edit explained in real time.
We keep feedback loops open, kind, and constructive.
Every deliverable includes context notes so your team understands the ‘why’ behind every word.
We make collaboration accessible through shared docs, async feedback, and clear checkpoints.
How you’ll feel it:
You’ll feel seen, heard, and part of the message, not just the end approver.
RESPECT & RESPONSABILITY
Our belief: Respect is the quiet force that holds creative integrity together.
What we do: We centre respect in how we communicate, create, and collaborate.
How we live it:
We tell stories with consent and sensitivity, especially when they involve others.
We ask before assuming and clarify before editing.
We protect your voice and your vision while guiding you toward clarity.
We keep feedback loops kind, direct, and anchored in mutual growth.
How you’ll feel it:
You’ll experience a creative partnership grounded in empathy, honesty, and shared accountability.
COPY & CONTENT BLOCKERS
What blockers
could your business run into?
Too much to say, too little clarity
Core Issue: You have so much to communicate, but no clear way to prioritise it. Your message feels crowded, and readers can’t find the point.
Root Cause: You’re missing structure, unclear hierarchy, and overexplaining to sound credible.
What It Looks Like:
Every page feels like a list of everything you do.
Your “About page” sounds like a résumé, not a statement.
You’re repeating the same messages in slightly different words.
IBTL Solution:
We use the CLEAR Messaging Method to streamline what matters most, defining what your audience truly needs to know and what supports it.
You can choose from:
→ CLEAR Copy Co-Lab — a 90-minute live session to reframe cluttered copy into concise, connection-driven language.
→ CLEAR Messaging Blueprint — a structured map to decide what goes where, and why.
Result:
Your words sound like your brand, not your brainstorming session.
Inconsistent Voice Across Channels
Core Issue: Every platform sounds a little different, sometimes polished, sometimes casual, sometimes like five different people wrote it.
Root Cause: No shared tone guide or message alignment between your internal and external teams.
What It Looks Like:
Your emails sound warmer than your website.
Your social captions and product descriptions read like different brands.
New team members struggle to “get the tone.”
IBTL Solution:
Consistency builds trust. A clear voice ensures your brand feels human and recognisable everywhere it shows up.
→ Brand Manifesto Course, a DIY solution to define your beliefs, voice, and message foundations.
→ Writing with a Style Sheet, an accessible style sheet framework your whole team can use.
Result:
Every channel, same clarity. Your team speaks as one, your brand feels cohesive, and your customers feel connected.
Team Alignment Constraint
Core Issue: Everyone believes in the brand, but they’re not saying the same thing. Vision, voice, and values feel misaligned across teams or departments.
Root Cause: No shared narrative or internal brand manifesto to anchor communication.
What It Looks Like:
Founders, marketing, and operations teams use different definitions of “impact.”
Sales decks tell a different story from the website.
Internal teams feel disconnected from brand purpose.
IBTL Solution:
We reconnect your internal story to your external message.
→ Mini Manifesto Workshop — a live 2-hour team session to define beliefs → behaviours → brand language.
→ Internal Voice Audit — map how messaging differs between teams and unify it with the Manifesto language bank.
Result:
Your whole team shares the same story, and every word feels aligned with your vision.
Unclear next steps
Core Issue: Visitors read your copy but don’t take action because they’re not sure what to do next or why.
Root Cause: Missing call-to-action strategy, unclear user flow, and lack of conversion narrative.
What It Looks Like:
Pages end with “contact us” but no reason why.
Blog posts don’t link naturally to services.
Your CTAs all say different things.
IBTL Solution:
We make every CTA a clear next step, not a command.
→ CTA Mapping Session — identify primary and secondary actions per page.
→ Journey-Based Copy Edit — connect the dots between curiosity and conversion.
Result:
Every click leads somewhere intentional, guiding readers naturally from awareness to action.
Team availability
Unplanned time off, sick days, and holidays within the creative team are valid concerns throughout the year, especially during the launch season. This is why it’s good to have your copywriting collaboration options set out and ready to go. This way, your team is always covered.
You might be wondering now: does this work? YES! It certainly does.
Take a look at our Client Portfolio and see how our work helped businesses just like yours 
IN EVERYTHING WE DO
We help brands sound as good as the good they do
through the clarity that builds credibility,
and the words that carry meaning.
Discover your next step:
Explore the CLEAR Messaging Blueprint
Book a Mini Manifesto Audit
Our mission and values are how we work.
Our manifesto is why we do it.
Step inside In Between the Lines and discover the beliefs behind the words.
[Read Our Brand Manifesto] – coming soon
Ready to get CLEAR Copy?
Let’s talk about your brand voice and how we can make your copy work harder for you.
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