I'm a British-born copywriter helping businesses, agencies, and digital marketers streamline their content creation using AI-powered productivity tools. My expertise spans UX writing, content design, social media copy, content creation, and SEO blog writing. With over 10 years in the digital tech space, I’ve delivered high-impact work across industries including finance, banking, telecoms, e-commerce, crypto, arts/culture, SaaS, and both B2B and B2C sectors.
nguyenuk11[@]gmail.com
Tone of Voice
I help brands define, refine, and apply a clear, consistent tone of voice. I start by listening to stakeholders and analysing how the brand already communicates. I review existing content, study customer personas and behavioural archetypes, and identify the needs, motivations, and benefits that matter most to the audience. From there, I emulate the existing voice or refine it where needed, turning brand personality into practical writing guidance that teams can use across websites, UX flows, and marketing content. I have created tone of voice (TOV) playbooks and guides.
They typically include:
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Voice principles and personality traits
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Tone guidance for different contexts
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Customer personas and behavioural insights
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Writing guidelines with clear examples
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Do’s and don’ts for consistency across channels
- A tone of voice framework that helps teams write with clarity, empathy, and consistency.
Schneider Electric (2026)
Made for the non-techies!
I created the first tone of voice playbook for this set of web pages. It was a practical guide for marketers and editorial leads writing in our new tone of voice.
It focused on three things: clear communication goals, the right balance of informative and conversational, and making technical content genuinely easy for non-specialist customers to follow. The writing quality of these web pages had already improved by 60-70% since I had been brought onboard. I wrote the playbook to keep it that way.
I have also attached my presentation at a Town Hall meeting (more than 200+ people), articulating my role in the Web Performance team, the responsibilities of a Web Content Strategist, and the impact of my UX copy expertise.
Santander UK (2023)
Simplest and most direct
When I worked on the Santander app with a team of 12 UX designers, I built a shared copy guide — tone of voice, style, and agreed strings all in one place. It saved both teams time and kept our language consistent.
Here's a sample.