Words for ads, screens and pages.
Copywriter and culture writer, based in Melbourne and South Gippsland.
I'm Charlotte, and I'm a writer based in Melbourne and South Gippsland. I love turning ideas into words.
Sometimes those words are copy. I've written for brands like Swisse, SEEK, Jetstar and NAB.
Sometimes they're culture writing. My film reviews and filmmaker interviews have appeared in places like FilmInk, Kill Your Darlings and on the MIFF website.
Occasionally they're screenplays. Usually about people making very bad decisions. I also offer professional script coverage and development notes.
Always on time, and easy to work with.
Writing that works. And yeah, reads pretty nicely too.
Brand voices, campaigns, eDMs, product pages and UX copy. Click any piece to see it up close.
Putting words to work with Swisse
As a freelance writer (ongoing)
Swisse had the brand foundations. What they needed was someone whose whole job was the words.
That’s me – turning loose briefs and scattered topics into wellness EDM that actually educate. Taking TGA-compliant launch packs and turning them into something worth reading, across DTC and retail. Multiple channels, one consistent voice.
Warmer. More specific. Very Swisse.
Made NAB more human, less banky
As a writer for XXVI, Principals’ brand language studio
Wrote for NAB across campaigns, digital platforms and product experiences, for students, everyday customers, brokers and partners.
Did national campaign work and copy for banking services. So OOH, social, eDMs, web pages, broker and partner comms on LinkedIn and B2B channels, O-Week student activations, plus website and product content for core banking services and MyCard (credit cards).
MyCard TOV development
Helped create the TOV guidelines for MyCard following NAB’s acquisition of Citi, shaping a more premium, standalone credit-card identity while staying aligned with NAB’s broader brand system.
Wrote structural and UX copy across the website, simplifying complex financial information into clear, customer-friendly journeys and helping establish a consistent voice across product, acquisition and support content.
Made Jetstar lighter to fly with
As a writer for XXVI
Worked on shifting Jetstar’s ‘just the facts’ airline copy to something that actually sounds like you’re going on holiday. We made the whole customer journey lighter, clearer, more like a person wrote it.
Wrote campaign and product copy: deals pages, sale emails, retargeting, the full booking flow from search to ‘you’re confirmed,’ careers content, internal comms, plus in-flight and airport announcements.
The tone’s now consistent across marketing, product, and the actual plane. Personality that travels.
Made the Asahi website harder to ignore
As a writer for XXVI
Helped roll out Asahi’s new tone of voice across their corporate site. Rewrote the stuff that sounded like a boardroom and made it sound like actual humans talking.
My part: About, History, and other brand pages – all the heavy-hitter sections. Stripped out the dense corporate speak, lined it all up with the new voice, hit the tight deadline.
Gave SEEK main character energy
As a writer for XXVI
Led SEEK’s new tone-of-voice guidelines, built to help them talk to young job seekers and early-career people across Australia and APAC without sounding like a corporate job board.
Made a full guideline pack with tone principles, a voice spectrum, do/don’t rules, before/after examples, and templates teams could actually use day-to-day. Ran brand voice workshops with internal teams so everyone knew how to use it.
Now they have a voice system that’s clear, credible, sounds like SEEK, and gives teams permission to write to a younger audience without breaking the brand.
These are some of the other clients I've written for, as both a freelancer and as an agency writer for XXVI. The work has ranged from landing pages to full brand voices, long timelines to same-day turnarounds. All copy, all deadlines met.
Officeworks, Umbrella Entertainment, RMIT, Fed Uni, Melbourne Polytechnic, Aware Super, Jellis Craig, CPA, Angle Auto Finance, Cover-More, Stockland, Nearmap, Engineers Australia, WriterDuet, Sydney Symphony Orchestra, Image Nation and Monster Pictures.
Film reviews, filmmaker interviews, screenwriting how-tos and the occasional banana.
Or probably just an email. Let's write something good together.
hi@charlottedaraio.com
