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Hi, I'm Jenny.
I'm a brand voice strategist for wellness businesses who built something real, grew a team to support it, and slowly watched their marketing sound like it was written by a committee of people who all had "just one small note."
I don't make your marketing "sound better." I figure out what it actually sounds like—then document it clearly enough that it stays that way.
I've seen some things…
I’ve spent over a decade writing copy for wellness brands (both freelance and in-house), and I had a front-row seat to something that kept happening.
A brand would start with a strong, distinctive voice. Then it would grow. New hires. Contractors. AI tools. A content calendar with six contributors and no north star. Too many stakeholders adding comments in the Google doc. And slowly—not dramatically, not all at once—the copy would drift.
Not bad, exactly. Just… interchangeable. Polished in a way that felt sanded down. Optimized into something that sounded correct, compliant, and completely forgettable.
The voice was never actually gone. It was just undocumented. Living in the best emails they’d ever written. In founder interviews. In customer reviews that captured the brand better than the website did. No one had ever defined it clearly enough to survive contact with a growing team.
After watching this play out enough times, I stopped treating it like a copy problem. It wasn’t. It was a foundation problem. And that’s the work I do now.
What it's like to work together
Working with me is calm, focused, and more enjoyable than the words "brand excavation" probably imply.
I'll ask you questions you haven't been asked before—the kind that feel obvious until you're sitting with them and realizing you've never actually put the answer into words. That's usually where the best stuff lives. The voice that's been running on instinct for years, finally written down somewhere it can be used.
I don't reinvent. I don't reimagine. I dig—carefully, specifically, with a lot of good questions and a low tolerance for vague answers—until we find what's already there. Then I document it clearly enough that it never has to be unearthed again.
The personal bit
Outside of work I'm doing yoga, walking, attempting to cook healthy food with mixed results, and managing a household that currently includes two dogs, two cats, a turtle, and a four-year-old who has more energy than all of them combined.
I read a lot. I watch true crime documentaries and then immediately regret it at 11 pm. I believe in moderation in all things—including (especially) wellness jargon.
I'm telling you this because I think the humans behind brands matter. Yours included.
Ready to stop rewriting and start defining?
If you've read this far and thought "finally"—same. Let's get to work.
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