Direct yet conceptual. Thought provoking and engaging. Words & content creation for brands, publications, and people.
We are Wordfetti.
We are a human-centered content, communications and copywriting studio. As a small group of creative thinkers (read: close knit team, no churn in churn out), word and sentence construction lovers, we are dedicated to all things related to words.
At Wordfetti, we don't believe in traditional copywriting. We doubt the default and we believe in disruptive, thought provoking and engaging copywriting. We believe that the choice of words play a dominant part in how readers interpret a piece of writing, and that certain words in the English language have the ability to trigger certain ideologies and emotions in the reader. This is why before "we put pen to paper" - we strategise.
Whether it be words on a website. Words on a brochure. Words to be typed. Words to persuade. Words targeted to potential consumers or words used to inform a particular group of audience - We are here to help you write and construct strategic content for your brand, business and/or yourself.
Because content without strategy is a content marketing fail.
We work with people, businesses, brands and organisations to:
Enhance consumer engagement;
Define, refine and edit content to meet personal or business objectives;
Curate a diversity of unique voices, identities, and perspectives targeted and aimed to speak and connect to their consumers;
Compose creative, meaningful and clear copy;
Develop and enhance their social media presence;
Write well-constructed documents or content;
Increase traffic to their business website; and
Be your outsourced wordsmiths, and an extension of your brain so you can spend your free time doing other awesome things.
Founder, Director, Strategist and Copywriter
Anita followed an extremely nontraditional path to copy-writing. No she wasn't a journalist. And no she doesn't have 20 years in PR, or Marketing under her belt. In fact, she was a Lawyer (with a degree in Social and Organisational Psychology) who fell in big love with the medium of words and how the choices of them trigger different emotions and ideas in a reader.
What began as a side-gig while juggling her Corporate role has today, turned into her full-time gig. What began as 0 clients. Crickets. Nothing. Has today rapidly turned into a waitlist of like-minded clients who as part of our community understand the importance of language when it comes to communicating value for their brand.
Anita oversees all projects that come through at Wordfetti. To her, it's a pretty extraordinary feeling, to be able to call this "work" everyday. She loves it. Perhaps loves it almost as much as she loves her two Shihtzu dogs and Pasta (and that's a lot ok).
Baby animals. Rain. Food. Taking pictures of her food. (Follow her BTS here) Walking and exploring a new city. Getting lost in a new city. Durian. Gifs.
Turbulence (sorry person next to Anita). Being in the rain. Maths and Numbers. Vertical drops. Mean people.
Studio Manager, Copywriter and Editor
Caitlyn is just your average coffee-loving, travel-obsessed, narcissistic millennial with interests in brunch, self deprecating humour, loungewear that passes as everyday clothing, and her ridiculously insta-famous-worthy beagle, Ziggy.
Professionally (and let’s face it, probably personally as well), Caitlyn is a self-confessed Jill of all trades. She’s spent her career working in publishing, magazines, agencies, digital media, marketing, PR, and copywriting. But the common thread has always been one thing: storytelling. From writing for global brands such as Lululemon to being the Editor to online publications, she believes everyone has a story to tell and is passionate about helping them share it.
As Studio Manager (aka the Marie Kondo) of Wordfetti. She is an ideas generator, experience creator, systemiser, project gun, word wrangler and finesse-r of the words. Caitlyn is over the moon (and we are over the sun!) to deliver an even amazing-er (totally a word) experience to all of the wonderful humans in the Wordfetti family.
Meaningful conversation. (Including in her ears - aka Podcasts). Craft beer. Solo travel. Sustainable and ethical fashion.
Mindless scrolling on social media (guilty). Reality TV. Mathszzz. When her beagle chews her shoes (naughty Ziggy).
Community Manager, Copywriter and Editor
Born in Pebas (Peru), on the banks of the Amazon, Brooke spent most of her life with her missionary parents teaching English to children from the local Witoto tribe. Her passion for words came from seeing how transformational a means of communication can be for a society, and she quickly realised that her curiosity on the subject would not soon be sated. She has since spent her life travelling everywhere from Iquitos to Kathmandu, as both teacher and student, discovering the weird and wonderful ways we communicate with one another, and bringing these lessons back into her own writing.
Okay. None of that is true. But it sounds exciting, doesn’t it? That’s why Brooke writes copy. To excite, to educate, and to enjoy.
Reality? She is a born and bred Aussie with a penchant for travel. Advertising is where she has spent most of her career – planning it, buying it and selling it. After having the pleasure of working with brands such as BMW, Coles, ANZ Bank and Mazda, she knows what makes a good brand great, and now uses those tips and tricks to help clients write content to avoid getting lost in a sea of “others”. Magic.
Good times with good people. Travel. Cold beer on a hot day.
Humidity. Coriander (gag). Tequila (long story).
When you ask the 5 people closest to Carinda the first thing that comes to mind when they hear her name, they'll all say the same thing. Dogs. She's obsessed with them. Which isn't really relevant in a bio about a wordsmith, but this part is. The second thing they'll say is that she's really got a way with words.
She's a language-lovin', content-producing, creativity-filled strategic-spellmaster who loves to blend her words with brands and persuade audiences through influential communication and strategy.
If you do a stalk of Carinda (you cheeky thing), you'll find she's been honoured to use her skills across a range of diverse roles. Chief of Communications for a group of dynamic entities, a (very) corporate leadership role in Federal Government; communications manager in a full-service creative agency; a public speaker and coach; and a magazine editor. While varied in industries, these roles all have one thing in common – doing great things with words.
Outside her career you'll find her patting any dog that will stand still long enough, running stupidly long distances through mountains (#whytho?) and petitioning against the use of coriander in food.
Doggos. Coffee. Dogs. Adventures in nature. Woofers. Also, did we mention dogs?
Slowwww walkers. Unexpected additions of coriander. The opposite of words (maths).