Brand Writer & Communications Strategist

Words that
make brands move.

I help brands find their voice and use it — across every channel, every campaign, every customer touchpoint. From brand foundations to launch campaigns, press releases to email sequences.

See the work Start a project →
Brand Voice & MessagingStrategy
Copywriting & ContentWriting
PR & PressComms
Email MarketingCampaigns
Social & DigitalContent
Internal CommunicationsCulture
Brand VoiceCopywritingPress ReleasesEmail CampaignsSocial ContentBrand StrategyInternal CommsLaunch CampaignsBrand VoiceCopywritingPress ReleasesEmail CampaignsSocial ContentBrand StrategyInternal CommsLaunch Campaigns

Writing Samples

Selected work

05
Brand CopyTech / SaaS
Brand Manifesto — Meridian, a B2B project management platform
Homepage hero & manifesto copy for a software rebrand
+

Work was never meant to feel like this.

Brand Copy · Homepage Hero + Manifesto · ~400 words

Somewhere between the third status meeting of the day and the project management tool that requires its own project to manage, something got lost. The actual work. The thinking. The reason you started building things in the first place.

Meridian exists because we believe clarity is a competitive advantage. Not just organised files and colour-coded boards — real clarity. The kind that lets a team of twelve move like a team of three. The kind that means Monday mornings don't feel like damage control.

"We don't make software. We make space — for focus, for momentum, for the work that actually matters."

We built Meridian for the teams who are tired of the tool being the problem. Who want a system that disappears into the background and just… works. No onboarding marathon. No feature graveyard. No subscription tier that holds your own data hostage.

Just a cleaner way to move work forward — together.

This is Meridian. Built for people who take the work seriously, but refuse to take the process too seriously.

Press ReleaseRetail / FMCG
Product Launch PR — Groundwork Coffee Co. enters the SA market
Media-ready press release for a new product launch
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Groundwork
Coffee Co.
FOR IMMEDIATE RELEASEContact: media@groundworkcoffee.co.za

Groundwork Coffee Co. Launches in South Africa, Bringing Ethical Single-Origin Roasts to the Everyday Cup

Cape Town-based specialty roaster announces nationwide retail rollout and direct-to-consumer subscription model, with 5% of revenue funding smallholder farmer development across East Africa.

CAPE TOWN, March 2025 — Groundwork Coffee Co., a specialty coffee roaster committed to traceable sourcing and fair producer partnerships, today announced its formal launch into the South African retail market. Beginning 1 April, Groundwork's range of single-origin filter and espresso roasts will be available in 140 independent retailers nationwide, alongside a direct subscription service at groundworkcoffee.co.za.

Founded in 2022 by former agricultural development consultant Lara Oosthuizen, Groundwork was built on a simple premise: that the people who grow exceptional coffee should share in the value it creates. The company works directly with farming cooperatives in Ethiopia, Rwanda and Kenya, paying above-market prices and investing in on-farm infrastructure including processing equipment and clean water access.

"South Africa has one of the most sophisticated coffee cultures on the continent, and we believe consumers here are ready to know more about what's in their cup — and who grew it," said Oosthuizen. "Groundwork is for people who want their morning ritual to mean something."

The launch range includes four single-origin offerings — Ethiopian Yirgacheffe, Rwandan Huye Mountain, Kenyan Kirinyaga, and a seasonal rotating lot — each roasted in small batches at Groundwork's Cape Town facility and shipped within 48 hours of roasting.

Subscriptions start from R280/month for 250g, with flexible frequency options and free delivery nationwide. Retail pricing ranges from R195–R240 per 250g bag.

About Groundwork Coffee Co.
Groundwork Coffee Co. is a Cape Town-based specialty roaster sourcing exclusively from direct-trade farming partners across East Africa. Founded in 2022, Groundwork is committed to radical transparency in pricing, sourcing, and impact. 5% of all revenue funds the Groundwork Growers Fund. Learn more at groundworkcoffee.co.za.
Email CampaignE-commerce / Lifestyle
Re-engagement Email — Linen & Co. dormant customer win-back
Single email in a 3-part win-back sequence
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Social CopyProfessional Services
LinkedIn & Instagram Campaign — Apex Advisory, a strategy consultancy
Multi-platform social content for thought leadership campaign
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Internal CommsCorporate / People & Culture
CEO All-Staff Message — Navigating a period of organisational change
Sensitive internal communication for a company restructure announcement
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A message from our CEO

Internal Communication · All-Staff Email · Change Management

Team,

I want to speak to you directly today — not through a memo, and not with language that makes a hard thing sound smooth. We're going through a significant change, and you deserve honesty about what that means.

Over the next six weeks, we will be restructuring three divisions as part of a broader effort to position the business for the next phase of growth. Some roles will change. Some will be consolidated. And yes — some positions will be made redundant. Impacted individuals will be spoken to personally by their line managers before the end of this week.

"This decision was not made lightly, and the people affected are not statistics. They are colleagues who have contributed meaningfully to what we have built."

I know that uncertainty is uncomfortable, and that announcements like this can make even those whose roles are secure feel unsettled. That is a reasonable response. What I can promise you is this: we will communicate clearly, move quickly, and treat everyone involved with the respect they have earned.

For those whose roles are not changing — your work matters now more than ever. The vision we are working toward is real, and the path to get there requires the best of all of us.

A town hall Q&A will be held this Thursday at 14:00. No question is off the table. I will be there, and I will answer as honestly as I can.

Thank you for your continued trust. I don't take it for granted.

— [CEO Name]

What I Do

Full-spectrum communications

01
Brand Writing
The words that define who you are — built to last and flexible enough to scale.
Brand voice & tone guidesManifestos & brand storiesWebsite & landing page copyTaglines & messaging frameworks
02
Campaigns & Content
Ongoing content that builds audiences, nurtures leads, and converts.
Email sequences & newslettersBlog & long-form contentSocial media copyCampaign concepts & scripts
03
PR & Corporate Comms
Communication that shapes reputation — externally and internally.
Press releases & media pitchesCEO & executive communicationsInternal announcementsStakeholder communications

How I Work

Simple process.
Serious results.

01
Discovery
A focused brief call to understand your brand, audience, and what success looks like for this project.
02
Strategy
I map the messaging before I write a word — ensuring everything serves a clear purpose.
03
Writing
First draft delivered on time, with clear rationale for every key choice made.
04
Refinement
Two rounds of revisions included. Most clients are happy after one.

Ready to make your brand heard?

Whether you need one piece of copy or an ongoing communications partner — let's talk about what you're building and how words can help it land.

Email elizabethkrstic@gmail.com
LinkedIn linkedin.com/in/elizabeth-krstic
Availability Open to new projects — 2–3 week turnaround
Industries I've written for
Technology Retail & FMCG Professional Services Health & Wellness Financial Services Hospitality Non-profit Education Real Estate Food & Beverage