Will MacFarlane
Writer, editor, communications specialist.
Sneaker Freaker International
As the senior copy editor at Sneaker Freaker, I edited and created content for both online and print publications. I facilitated a team of writers crafting content for daily news updates, sponsored web and social media posts, pitch decks and event activations. I also maintained and updated the in-house style guide and created the organisation’s first Tone of Voice Guide in twenty years.Here are a few examples of the content I created for Sneaker Freaker:
Apostrophe Copywriters
As the lead editor and a copywriter at the female-founded brand agency Apostrophe Copywriters, I worked with new and established brands and businesses to ideate, strategise and roll out values-led content that achieved their aims and engaged their audience. This included writing and editing copy for websites, mobile platforms, social media channels and subscription-based mediums.Below are some of the stand-out clients I worked alongside. If you’d like to see specific examples of my work here, please reach out via the email or LinkedIn buttons at the bottom of this page.
Australian Unions
I worked with Australian Unions and the ACTU to digest their research and revamp their existing website copy. I wrote and edited content that spoke to their values and the collective belief system of Australian workers.
Honey Insurance
I worked with Honey Insurance – a new business founded by heavyweights from Afterpay and Zip – to create a brand strategy for launch and craft a stand-out but industry-appropriate tone of voice that clearly articulates their key points of difference. I edited all content, from strategy to web copy to packaging copy, and guided them on utilising this copy across each channel.
Australian Workers’ Union
I worked with the Australian Workers’ Union to write a new informational booklet for seasonal and migrant workers that educated them on their rights in Australia. The goal of the booklet was not to provide all the answers but to prompt a call to the Australian Workers’ Union.
Alternative Dairy Co.
I worked with the Alternative Dairy Co. – a sub-brand of Sanitarium – to develop their brand pillars, craft a new tone of voice, and roll out that tone of voice across their key points of difference. Following the preliminary work, I regularly wrote content for their social media channels on a retainer basis.
Peak Social Tonic
I worked with the founders of Peak Social Tonic to develop a brand strategy and tone of voice for their launch. I edited all content to ensure we were articulating their key points of differences in line with every aspect of our exploratory engagement. I then went on to write and edit content for Peak’s brand pivot in 2021.
Conduct
I worked with Conduct – a digital design agency – to develop their brand pillars, craft a new tone of voice, and roll out that tone of voice across their key points of difference. Following the preliminary work, I wrote and edited several case studies to feature on their website, including those covering Conduct’s work with Monash University, ETS Infrastructure Management and MyISUZU.
Glenvill Homes
I worked with home builder Glenvill Homes to craft a new tone of voice and roll that out across product descriptions. I also revamped their brand story and wrote each product description for their latest ‘Single Storey Collection’.
VicScreen
My work with VicScreen (formerly Film Victoria) involved exploratory workshops that uncovered their key points of difference and tone-of-voice preferences. I also edited their content – including company-wide position descriptions – for web and Government-aligned internal documents.
