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I support product-led ecommerce brands in aligning their brand voice, product messaging, and customer journey, so communication stays clear, credible, and consistent as the business grows.
A personal-led studio, working with a small number of brands at a time.
FOR BRANDS GROWING WITH INTENTION ·
FOR BRANDS GROWING WITH INTENTION ·
FOR BRANDS GROWING WITH INTENTION ·
For product-led ecommerce brands at a growth point
Designed for product-led ecommerce brands with strong products already in the market, where the challenge isn’t visibility, but clarity and consistency as the business evolves.
Typically, this looks like brands that:
– Are growing 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
Most often purpose-led brands in fashion, lifestyle, wellness, and consumer goods.
From here, the question usually becomes: what kind of support makes sense at this stage?
Clarity looks different at different stages of growth
As product-led ecommerce brands evolve, the kind of clarity they need changes, too.
Not because something is wrong — but because growth introduces new questions, decisions, and complexity.
Finding clarity
At this stage, the brand is established, and the product is solid, but the messaging doesn’t fully land yet. Everything feels close, but not quite resolved. Decisions take longer than they should, and copy often gets rewritten without a clear reference point.
What clarity focuses on here:
Defining what the brand stands for and what it doesn’t
Aligning language, tone, and priorities
Creating a shared point of reference for future decisions
Building consistency
Here, the positioning exists, but it doesn’t always translate across touchpoints.
Product pages, emails, campaigns, and launches may sound good individually, but not like the same brand.
What clarity focuses on here:
Translating positioning into everyday messaging
Aligning product communication across channels
Strengthening trust through consistency
Scaling responsibly
As brands grow, complexity increases. More products, more markets, more people shaping the message.
Without clear systems, consistency becomes harder to maintain, and credibility easier to dilute.
What clarity focuses on here:
✔️ Creating structure without rigidity
✔️ Supporting teams and markets with shared language
✔️ Protecting the brand as it scales
The stage matters because clarity isn’t one-size-fits-all. What brings focus at one moment may create friction at another.
CLARITY SUPPORT, BUILT AROUND YOUR STAGE ·
CLARITY SUPPORT, BUILT AROUND YOUR STAGE ·
CLARITY SUPPORT, BUILT AROUND YOUR STAGE ·
Clarity doesn’t come from more copy. It comes from the right focus.
Once you know where your brand sits, the next step becomes obvious.
The support I offer adapts to your stage and not the other way around.
Some brands need a strong foundation to align decisions.
Others need consistency across touchpoints.
And growing teams need systems that protect clarity as complexity increases.
Finding clarity
Establishing direction and shared language
At this stage, the focus is on defining what the brand stands for, how it speaks, and what it prioritises — so decisions stop stalling and messaging stops drifting.
Typical support here includes:
Brand Manifesto & messaging foundation
Brand voice and positioning clarity
Strategic alignment before writing begins
Building consistency
Making the brand sound like itself everywhere
Here, the foundation exists, but it needs to be consistently displayed across product pages, campaigns, and emails.
Typical support here includes:
Product and collection copy
Website and campaign messaging
Email flows and launch support
Scaling responsibly
Protecting clarity as the brand grows
As teams, markets, and products expand, clarity needs structure without becoming rigid.
Typical support here includes:
Messaging guidelines and systems
Localisation and market alignment
Ongoing strategic copy support
You don’t need everything at once.
You need the right kind of clarity for where your brand is now, and space to evolve from there.
If you’re recognising your stage and want to talk it through
This is a short, exploratory conversation. No pitch. Just clarity on whether working together makes sense.
CLARITY, APPLIED ACROSS BRANDS AND MARKETS ·
CLARITY, APPLIED ACROSS BRANDS AND MARKETS
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CLARITY, APPLIED ACROSS BRANDS AND MARKETS
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Selected collaborations
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.
These collaborations reflect how clarity shows up in practice across different stages, teams, and markets.
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
What to expect when we collaborate
From our first conversation to final delivery, the process is clear, intentional, and shaped around your brand’s priorities, and not rushed templates or one-size-fits-all workflows.
I lead every engagement personally, guiding decisions, refining direction, and making sure your brand’s values and voice are reflected consistently across every touchpoint. You can expect structure without rigidity, thoughtful communication, and copy that feels truly yours.
✔ Discovery & direction
A focused briefing call (30–60 minutes) to understand your brand, context, goals, and constraints.
✔ Clear scope & alignment
A written copy and localisation brief that defines priorities, tone, and success criteria so there’s no ambiguity later.
✔ Realistic timelines
Clear delivery windows and accurate estimates, agreed upfront and respected throughout.
✔ Guided progress
Optional update calls (15–30 minutes, as needed) to review direction, address questions, and keep momentum.
✔ Thoughtful refinement
One structured round of revisions, grounded in strategy, not endless back-and-forth.
Are we a good fit to work together?
Not every brand, stage, or way of working is a fit, and that’s intentional.
This approach is designed for brands that value clarity over speed, consistency over volume, and long-term thinking over quick wins. The goal isn’t to take on as much work as possible, but to collaborate in a way that feels considered, aligned, and genuinely useful on both sides.
Before moving forward, it’s worth checking whether this way of working fits how your team thinks, decides, and grows.
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
BUILD CLARITY IN-HOUSE · TOOLS FOR PRODUCT-LED TEAMS ·
BUILD CLARITY IN-HOUSE · TOOLS FOR PRODUCT-LED TEAMS ·
BUILD CLARITY IN-HOUSE · TOOLS FOR PRODUCT-LED TEAMS ·
Prefer to work in-house?
Some teams prefer to build clarity internally, or need practical tools before engaging more deeply.
The Copy Shelf offers structured templates, frameworks, and resources grounded in the same thinking to support brand and product messaging in-house.
A practical starting point for teams at earlier stages — or alongside ongoing collaboration.
How does the CLEAR Messaging Method guide your copy?
From first draft to final delivery, the CLEAR Messaging Method ensures your copy doesn’t just sound good — it builds credibility and connection. It’s how I help founders move from confusing messaging to clear, purpose-driven communication that lasts.
SIGNATURE PACKAGES🏆
Signature Packages are designed to give purpose-driven founders everything they need for clear, consistent messaging, without the guesswork.
Each package combines strategy, copywriting, and revision support so you don’t just get words, you get a messaging foundation you can grow with. Whether you’re refreshing your website, building product pages, or refining your brand voice, these packages provide you with structure, clarity, and copy that feels authentic to you.
CLEAR Messaging Copy
The CLEAR Messaging Copy Pack is your done-for-you foundation, giving you brand messaging, website copy, and product descriptions designed to connect and convert.
If your brand story feels scattered or your website copy isn’t doing its job, this package gives you a complete reset. You’ll get a brand messaging audit, core website pages, product descriptions, and an evergreen newsletter template — all shaped by the CLEAR Messaging Method so your words are simple, credible, and true to your mission.
CLEAR Messaging Copy
Your done-for-you messaging foundation
Getting B Corp certified? Launching a new product? Refreshing your site? This copywriting package helps you align your brand voice with your mission: clearly, ethically, and without buzzwords.
2 x website copy (About + Mission/Values/FAQs)
3 x product descriptions (impact-driven and accurate)
1 x evergreen newsletter template
Brand Messaging Audit + 1 Revision Round
Includes a clear PDF summary + actionable insights
Custom add-ons available
Your investment: EUR 1,500
The CLEAR Messaging Copy Pack is best for purpose-driven ecommerce brands, ethical startups, and scaling businesses that need a strong messaging foundation. If you’re preparing for B Corp certification, launching a new product, or refreshing your site, this package gives you copy that is ethical, strategic, and ready to grow with you.
CLEAR Copy Co-Lab
The CLEAR Copy Co-Lab is a collaborative, hands-on way to create your copy together: fast, focused, and fully aligned with your voice.
If you like to stay closely involved in your messaging, the Co-Lab is for you. Through strategy calls, live co-writing sessions, and guided feedback, we shape your copy side by side. You’ll walk away with polished deliverables and the confidence to keep your words clear, consistent, and connected to your audience.
CLEAR Copy Co-Lab
Collaborative copywriting for founders who want to stay hands-on
Bring your draft, voice, and vision, and we’ll refine your copy together using the CLEAR Method.
Strategy, co-writing, and expert guidance to make your message clear, aligned, and true to your mission.
1 x Strategy Call
2 x Live Co-Writing Sessions
Asynchronous Copy Support (2 weeks)
Final Polished Copy & Feedback
Your investment: EUR 950 per Co-Lab
A CLEAR Copy Co-Lab is a collaborative workshop where we co-create your copy together in real time. Instead of handing it all off, you get my strategic guidance and live feedback as we refine your messaging. It’s ideal if you want to be closely involved in the process and walk away with copy you fully own and understand.
The Founder's Copy Lounge
Monthly copy deliverable
(newsletter, blog, or social posts)
Brand Messaging Snapshot
1x mini audit per quarter
Slack support (1x per week)
Strategy woven in — no extra meetings
*option to upgrade – website copywriting,
copyediting, social media management
Your investment from EUR 1200
What is the Founder's Copy Lounge?
The Founder’s Copy Lounge is IBTL’s monthly retainer service designed for scaling, purpose-driven founders who need consistent, strategic copy support, without hiring in-house. I lead the strategy and deliver clear, aligned messaging each month so your brand can stay focused on growth.
À la Carte Copy
Need something specific?
Sometimes you don’t need a complete brand overhaul: you just need one piece of copy to get moving. With À La Carte, you can order exactly what you need, whether it’s a sales page, product descriptions, a newsletter, or a blog post. Every deliverable is shaped by the CLEAR Messaging Method, so even one-off pieces stay consistent and purpose-driven.
Let’s tailor copy and content that speaks clearly to your audience and drives action.
I'M ORDERING À LA CARTE👌FAQs
IBTL offers done-for-you CLEAR Copy Packs, collaborative CLEAR Copy Co-Labs, à la carte support, and two focused options: The Founder’s Copy Lounge (monthly copy support) and Recruit a Copywriter (hiring help for your team). Every project is led by me, Iusti, through the CLEAR Messaging Method to keep your copy ethical, strategic, and values-aligned.
The CLEAR Messaging Copy Pack includes a brand messaging audit, two website pages, three product descriptions, an evergreen newsletter template, and one revision round. It’s ideal if you need a solid foundation for ethical and scalable messaging.
A CLEAR Copy Co-Lab is a collaborative workshop where we co-create your copy in real time. You’ll get my live feedback and strategic guidance, so you leave with aligned, polished copy you fully own and understand.
The Founder’s Copy Lounge is designed for scaling founders who need consistent copy support but aren’t ready to hire in-house. It provides one monthly deliverable, a brand messaging snapshot, Slack support, and strategic direction woven in without extra meetings.
If you need a strong brand foundation, choose the CLEAR Messaging Copy Pack. If you want collaborative co-creation, book a CLEAR Copy Co-Lab. For ongoing support, join the Founder’s Copy Lounge. If you’re hiring, the Recruit a Copywriter service is the right fit. Not sure? Book a call, and I’ll guide you toward the best fit.
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.