A playful and intelligent approach to writing and copywriting — for the likes of lululemon, Nosworthy Group, Solstice Energy, Merrell Australia and more.

Combining the art of writing + the business of copywriting.

Combining the art of writing + the business of copywriting.

Based in Canberra, Australia, I write for creative agencies, not-for-profits, government bodies and international brands — that believe in the power of words to create sensory experiences and emotional connections.

Scroll to read my work

⇣

Selected work

  • lululemon Australia & New Zealand

    E-commerce, email, social media, digital marketing

    Since 2021, I have regularly written copy for this technical activewear brand. I work closely with the creative team to deliver brand-aligned omni-channel copy for weekly product drops and website refreshes — as well as larger and longer campaigns.

    See more >

  • Nosworthy Group

    Website, social media, email, editing and proofreading 

    I'm the Content Writer for Nosworthy Group, who design and deliver transformational experiences in the areas of learning, leadership and high performance. For the last decade, they have been serving the likes of Microsoft, Xbox and the AFL.

    See more >

  • The Energy Security Corporation

    Website

    The ESC is a NSW government-backed clean energy investor, seeded with $1bn to accelerate the state’s clean energy transformation. It was genuinely a privilege to be involved in writing copy for their new website — launched in July 2025 as the ESC became fully operational.

    See more >

  • Luv-a-Duck

    Tagline, website

    In January 2025, with Disegno, I refreshed the tagline and wrote website copy for Luv-a-Duck, Australia’s leading duck brand. The new brand voice was irreverent and humorous and I brought this to life with short, punchy and playful copy—with plenty of bird and duck puns.

    See more >

  • Solstice Energy

    Customer communications, website

    In 2023, one of Tasmania's main energy retailers rebranded to Solstice Energy. The new brand identity was created by Principals and XXVI. The client then engaged me to apply the new voice across a suite of customer communications, including letters, emails and portals. Fast forward to 2025 and I am still engaged for direct response and promotional copywriting.

    See more >

  • Embrace Physiotherapy

    Brand identity, brand voice, brand messaging, website

    I developed the brand voice (confident, reassuring, sincere) for Singapore’s dedciated women’s physiotherapy clinic, before then crafting the taglines, mission, values, and website copy. For consistency, I also created a brand copy filter: “How does this make our client feel?” The goal: safe, optimistic, cared for, and respected.

    See more >

  • Visit Queanbeyan-Palerang

    Editorial and storytelling

    I have a long-standing partnership with this regional tourism board. In 2021, I wrote 2 editorial articles, grounded by a 2-night famil to the heritage-listed town of Braidwood. In 2024, I wrote another 18 articles, spanning the entire region, from Braidwood, Bungendore, to Queanbeyan.

    Read now >

  • Her Matters

    Tagline, website

    In early-2023, with Bandit Design Group, I created a tagline and wrote website copy for a women’s health clinic, infusing a personal and vibrant touch into Canberra’s healthcare scene. My approach created a unique balance of playfulness and professionalism. 

    See more >

  • Fisher Law

    Tagline, website

    Referred by Christopher Doyle & Co, I first worked with this Rockhampton law firm to refine the tone of voice to differ from industry stereotypes: earnest, customer-centric and personable. After writing some sample copy that was immediately approved, I then created a tagline and wrote website copy.

    See more >

  • "Thuc’s copywriting always understands our brand, is always well thought through and always gives us some really strong directions to work with. For this reason we also like using Thuc’s service to reality-check a particular strategic direction we are contemplating."

    Solstice Energy

  • "This was a particularly challenging project, as we were establishing a completely new entity and brand from scratch. As a result, there was very limited existing content or collateral to work from. Thuc managed this complexity exceptionally well. Thuc is a pleasure to work with: professional, approachable, and responsive."

    The Energy Security Corporation

  • "The project required expert writing, research and time management skills and Thuc delivered on all fronts. The project also dealt directly with our stakeholders. Thuc was a pleasure to work with, helping us deliver a campaign we simply would not have the time or expertise to create in-house. She required minimal direction yet crafted us on-brand legacy content that has so far performed extremely well."

    Queanbeyan-Palerang Regional Council

How I work

Experiential-focused.

Having someone’s attention is a privilege and I write with deep respect for the reader. My writing stokes the senses and creates vivid, engaging experiences that build your audience’s connection to your brand.

Our experience working together is also important to me. I believe that part of my role is helping you celebrate your work. I love dynamic creative exchange, am curious about different perspectives and work best with honest feedback. 

Strategic thinking.

At the same time, I’m not afraid to weigh in with the expertise I’ve earned over a decade working in multiple branding and marketing touch points. I know how copywriting interacts with other elements and I write to not only meet immediate goals, but elevate your overarching strategy.

My process involves articulating the thought process behind my writing — so that you see the vision behind each word and leverage my insights in all that you do.

Exceptional quality.

I’m precise and intentional with every word and phrase. I’m only satisfied once you feel 100% attuned and confident with your communications.

I’m also appreciated for my flexibility and efficiency: I build space in my workflow to accommodate tight timelines, am responsive and have never missed a deadline.

About Thuc

pronounced “took”

Growing up with a strange Vietnamese name in 1990s Australia. Learning French in Switzerland in the bilingual town of Fribourg. Living in New Zealand where the Māori language is woven into daily life.

I have always appreciated the power of language in shaping our understanding, opinions and beliefs — and the way words shape feelings.

More than a copywriter.

I’m a multidisciplinary creative and in my career spanning almost a decade, I have managed social media for a global athletic brand; marketed national film tours; featured in tourism campaigns; created brand identities for startups; written for not-for-profits, and more.

I can confidently say that you’d be hard-pressed to find a copywriter with the deep, diverse creative and marketing experience that I have.

Working with me gives you access to all my expertise and wisdom, collected from almost a decade in the field.

Connect on LinkedIn

What I write

  • With SEO and UX in mind, I deliver beyond page copy for your website:

    • Meta titles and descriptions are included upon request;

    • Advice on best navigation practices;

    • All copy designed with clear heading structures;

    • All copy includes internal and external linking, and strong CTAs.

    I deliver work in a clearly-formatted Google Docs, where you have permission to add comments for feedback.

    Previous work: Fisher Law, Her Matters and ArtMade.

    Starts from $3,500 + GST.

  • Storytelling is the origin of my love for writing — and often, the backbone of solid and seamless marketing and communications.

    I have written articles for: lululemon, Visit Queanbeyan-Palerang and Merrell Australia.

    As at October 2025, I have been co-writing story-focused social media posts for Nosworthy Group for 2 years.

    Brief required for pricing details. Available on a project or retainer basis.

  • I have always loved email marketing and have a decade's experience in writing sales EDMs, newsletters, welcome and nurturing emails, re-engagement emails and more.  

    I write emails that get opened (subject lines are never an afterthought) and keep readers coming back with enlightening content.

    As at October 2025, I regularly write emails for: lululemon Australia & New Zealand and Nosworthy Group.

    Brief required for pricing details. Available on a project or retainer basis.

  • Social media marketing. Digital marketing, including Meta, Google, TikTok and YouTube. OOH media including billboards and posters. Experiential and event marketing.

    Everything I write is to spec, including platform, placement and stage of the funnel.

    As at October 2025, I have written advertising copy for 3 years for lululemon Australia & New Zealand.

    Brief required for pricing details. Available on a project or retainer basis.

  • A brand voice and messaging guide can take many forms. My approach isn’t about writing nice-sounding things in a branded 40-page PDF that never gets used again; it is about giving you copy that’s ready to use immediately in real-life scenarios. It’s also about giving you guidelines so that any new content you create is aligned.

    What I deliver includes:

    • voice traits - ensures your communications are consistent and sound like you

    • brand pillars - key themes to communicate so you don’t send mixed messages (or too many)

    • value proposition - so you can clearly and succinctly express why customers should choose you

    • messaging matrix - short and long-form messaging, including taglines, that are ready to use for any channel

    • general and channel-specific do’s and don’t’s - so any new content you create is aligned.

    Tasks like writing your company profile, directory listings, job descriptions, social media posts, grant proposals, and more become much easier. 

    Starts from $3,000 + GST.

Work with me

To work with me, complete the Typeform below. I’ll get back to you with a quote and proposed timeline. Or, email hello@thuc.com.au