01 — Identity PropagationCopywriting
Grapevine
Language for a platform that lives between social and professional
"Where LinkedIn ends and real talk begins."
Client
Grapevine
Sector
Social & Career Tech
Discipline
Copywriting
Overview
Grapevine sits in a genuinely tricky space — it wants to be the place where professionals speak honestly, which means the language had to earn trust without losing edge.
What I did
Developed the full verbal identity: positioning language, tone guidelines, onboarding copy, and the in-product voice that would make users feel like they were in a room where they could actually say what they meant. The challenge was threading candid and credible without tipping into either extreme.
The outcome
A platform voice that felt like the smartest person in the room — not the loudest.