I don’t help people push harder. I help them see more clearly.

Real change demands bold risks, disruption, and stepping into the unknown.

Most growth problems aren’t caused by a lack of intelligence, ambition, or effort.

They happen when language lags reality.

As organisations evolve, clarity often erodes quietly.

Messaging carries weight it wasn’t designed to hold.

Decisions feel heavier. Alignment thins.

What looks like a strategy problem is often a clarity problem.

Happy Client

Why clients love me

I’m not just a charming brand strategist and strategic copywriter, using human and AI intelligence (for deep research and data analysis). I’m a Communication Design Strategist.

That means I not only write words, I architect how your business communicates. Strategically. Cohesively. With every message serving your business goals. And with a human voice. 

My edge?

✓ 25+ years of experience
I’ve worked at the world’s top advertising agencies, and run my own consultancy.

✓ Strategic thinking first
Every word serves your business strategy.

✓ Deep collaboration
I spend time understanding your business, then ask the right questions.

✓ Intuitive expertise
I know what works and what won’t.

✓ Fully invested
I genuinely care about my clients’ success and the lives impacted by their businesses.

✓ Long-term partnerships
I work with my clients until they’re happy, and most stay with me for years.

I don’t leave you alone to figure things out. The process is collaborative and iterative until everything’s just right. Most work evolves into other projects because once my clients experience the clarity and results, they want more.

I turn browsers into buyers, and help you retain existing customers. And I help you find peace in the process.

I don’t rush to solutions. I don’t prescribe before understanding.

My role is to locate the strain… in direction, positioning, messaging, or alignment, and help you decide what actually needs attention.

Clarity isn’t a deliverable. It’s a condition.

When it’s present, work gets lighter.

When it’s missing, nothing scales cleanly.

This approach does not:

  • Diagnose via templates
  • Optimise symptoms
  • Manufacture certainty
  • Persuade people into readiness.

Clarity isn’t created. It’s uncovered.

The status quo is your enemy

This work resonates most with people who:

  • Are comfortable with complexity
  • Value thinking as much as execution
  • Want decisions to feel clean, not forced.

It’s not designed for:

  • Tactical quick fixes
  • Growth at any cost.

If this resonates, start with clarity.

Start Here

Client Feedback

“With such a tremendously creative and strategic mind, but also an astute business sensibility, Will is someone you can go to with supreme confidence, to deliver incredible results, time and time again.”

Jeremy Snowsill, CEO, LWC Australia

“Will and his team created our new brand identity system with all associated materials, and then wrote, designed and developed our new website which got rave reviews. They nailed it! We have worked with Will for several years and our practice has continued to go from strength to strength. I am happy to recommend Will to you.”

Noel Jessop, Director Noel Jessop Architecture, New Zealand

“We have worked with Will for the past 10-years. He re-positioned our parent company, bringing cohesion and simplicity to the brand. He then created our successful brand strategy, corporate brand story, and strategies and creative for our entire suite of insurance products. Internally, Will helped us discover and formalise our company culture then wrote our culture program and documentation. This involved team workshops where he was able to get the right information out of the team to then formulate engaging and memorable content that inspired us and we could all get behind. The results of this have seen us consistently measure above 90% for our staff engagement surveys. He truly understands people and how to connect with them. We appreciate Will’s valuable input. Our business continues to grow exponentially.”

Nicholas Baker, CEO, Star Insurance, New Zealand

“Crowne Plaza and Intercontinental Hotel Group worked with Will Roffé on creating our hotel positioning and copy for websites and other collateral. We felt well taken care of, with Will guiding us throughout the process. The management team especially enjoyed Will’s ability to work with us either face-to-face in focus groups, online or via phone to smoothly complete our projects. He captured all nuances of our vision and translated it clearly within the given time frame. He definitely writes copy you feel.”

Franck Hesse, VP Sales & Marketing intercontinental Hotel Group

“With his valuable ideas, Will has become a go-to confidant and an integral part of our team. He spent a lot of time understanding our business as well as bouncing ideas and strategies we could implement. He helped shape our brand voice and his copywriting approach has added real personality to our communications, including our website, emails and blog. Will is a genuine, caring and hardworking person who wants the best for his clients. If you have the opportunity to work with Will, jump at it. He is insightful and once he understands your business and its objectives, will be your biggest advocate.”

Nathan Carter, Co-Founder Quotient App, New Zealand

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My Services
Copywriting
Strategy
Brand Strategy
Concept Development