BRAND STRATEGY
COPYWRITING
LIFE & STYLE
Soffiah.ai
The Need
Soffiah.ai is a first-of-its-kind, brand-led AI platform built to help small businesses create standout content without the burnout. Ahead of launch, the team needed a full verbal identity - one that would differentiate them in an unprecedented space and support everything from website copy to social strategy.
The creative direction was already set: build the brand around the concept of ‘Human Sparks’, a nod to Soffiah.ai’s belief that human creativity, not just AI speed, is the secret to standout content.
The Approach
Working closely with the founder and creative director, I developed Soffiah.ai’s brand messaging strategy and tone of voice, translating the 'Human Sparks' idea into clear, ownable positioning and an emotive, visceral voice that could flex across channels.
I then wrote website copy (homepage, product features, FAQs, and about), and crafted a modular social content strategy designed to build early momentum. The copy needed to be strategic yet expressive - helping users feel empowered and inspired to create incredible content, without succumbing to overwhelm.
The Result
➔ A distinct, brand-led voice: An emotive tone that balanced clarity with creative authority, designed to reflect the calibre of content Soffiah.ai helps users produce.
➔ Conversion-optimised website copy: Messaging that clearly articulated product value and helped drive early trial sign-ups from organic and direct traffic.
➔ Strategic social framework: A targeted content strategy that supports long-term brand building, not just short-term reach.
➔ Internal alignment & launch readiness: The voice and messaging are now used across web, social, and onboarding, giving the team a cohesive foundation to build on.
The verbal identity and copy framework I built became the foundation the brand took to market, and the business has since gone on to work with global brands and be featured in trade press.
