Heather Writes Copy is an SEO and copywriting studio led by Heather Petrucci. Heather approached Growth Story at a pivotal moment: she was completely shifting both her service offerings and target audience and felt that she had outgrown her DIY brand design.
Previously positioned to target early childhood brands, Heather had created a cute Canva logo with soft florals and used stock imagery that spoke to the sweetness of motherhood on her website.
The only problem? The brand didn’t capture any of Heather’s spunk, fire, and drive to support brands more broadly “doing good.” She needed a brand that could house her bold personality and attract founders who give a damn.
The brand’s values: transparency, ethical marketing, efficiency, impact, good over evil, boldness, bluntness, and a little funkiness.
“As a writer, I rarely find myself without words… but every time I pull up my website, brand graphics, logo, docs, ANY of it… I just sit there grinning. It finally feels like ME.”
– HEATHER P., SEO STRATEGIST AND FOUNDER OF HEATHER WRITES COPY
When Heather came to us, she was experiencing a classic entrepreneur evolution. Her business had outgrown her brand, and she was ready to serve a completely different audience with a much more strategic approach to SEO and email marketing.
The Opportunities:
“You took my chaotic brain dump (bless you), found the gold in it, and wove it all together into something cohesive, compelling, and wildly aligned. I felt seen. Like, really seen.”
– HEATHER P., SEO STRATEGIST AND FOUNDER OF HEATHER WRITES COPY
COMPLETE BRAND STRATEGY
We started from scratch with a comprehensive brand strategy that defined Heather’s new positioning in the market. Through our discovery process, we uncovered her unique story and used it to craft a compelling brand narrative.
We also developed her mission: to deliver straightforward, high-impact SEO and email marketing for purpose-driven brands, so they can get found, build trust, and grow—without relying on exhausting marketing tactics.
The strategy included detailed audience analysis, competitive positioning, and a clear value proposition that differentiated HWC from other copywriters and SEO experts.
BRAND VOICE + MESSAGING GUIDELINES
We transformed Heather’s communication style from generic copywriter to the refreshingly blunt guide that founders really need. Her new brand voice is a mix of refreshing, blunt, and strategic.
The messaging guidelines include specific dos and don’ts, tone parameters, and signature phrases that make every piece of content distinctly HWC. We developed key messages like “SEO doesn’t have to be a headache” and “Your website should be working while you sleep” that resonate with overwhelmed founders.
THE GLAMPLIFIER: PROPRIETARY BRAND MASCOT
Perhaps the most distinctive element of the rebrand is The Glamplifier—Heather’s disco ball mascot who embodies the brand’s mission to amplify voices that deserve to be heard. The Glamplifier is “your late-night SEO hype woman” who keeps working even when you’re off the clock.
This playful character allows Heather to inject personality into typically dry topics like SEO and email marketing, while reinforcing her core message that marketing should work for you, not stress you out.
VISUAL IDENTITY TRANSFORMATION
The visual transformation from soft florals to bold, funky graphics represents one of the most dramatic before-and-afters we’ve ever created. The new identity features:
“All the pieces work together beautifully, but the visual identity gave me an immediate confidence boost. It’s like my brand finally looks as legit as it feels. That cohesion between what I say, how I show up, and what people see.”
– HEATHER P., SEO STRATEGIST AND FOUNDER OF HEATHER WRITES COPY
During our discovery call, we’ll dive into the marketing challenges you’re facing, and show you how the right brand strategy can make your life a whole lot easier.
