Copywriting
portfolio
- A selection of projects
This is my copywriting portfolio, a selection of projects I have worked on as a copywriter.
From international campaigns to clear web copy and naming, always with a focus on clarity, tone, and plain language.
Sometimes in text, sometimes in audio or naming, but always starting with copy.
Airbnb — international campaign
For an international Airbnb campaign, I wrote the Flemish versions of American ad spots. The challenge was not in translating, but in rewriting them to suit a Flemish audience.
Copywriting · localization · tone of voice (Flemish)
🇧🇪 Flemish version
Calmer and less directive, with more room for nuance.
The focus is on familiarity and trust, not on persuasion.
🇺🇸 American version
More explicit and enthusiastic, with clear calls and a faster pace.
🇳🇱 Dutch version
Clear and direct, slightly rational in tone.
Solbio — website copy
For Solbio, a Belgian company that makes organic toilet fluid for camping toilets, I wrote the entire website in Dutch and English. The challenge was clear: write about poop without writing about poop.
The focus was on clarity, trust, and an accessible tone. Technically correct, but light enough to read without awkwardness.
Copywriting · web copy · NL & EN
“Ostend, with one o” — Name for Eva Moeraert's podcast
Eva Moeraert was stuck on a name for her podcast about Ostend in Belgium and its sister city Ostende in Argentina. Her working title was O(o)stende, but that title is difficult to pronounce and spell. Eva always had to explain: "No, no, with one o." I thought: what if you just make that explanation the name? Clear and simple, but also SEO-friendly.
Naming · creative concept · copy
Ancienne Belgique — Public copy & news items
I regularly write news and promotional texts for the Ancienne Belgique website. Announcements, collaborations, or promotions for the public, always in a tone that suits AB.
The challenge lies not in the information itself, but in how it's translated to the audience: clarifying cultural and practical details for a broad audience without losing enthusiasm or resorting to communication jargon.
The focus is on clear structure, an accessible tone, and copy that is simply enjoyable to read. Informative, light, and human. In Dutch and English.
Copywriting · content · culture
Are you working on something that isn’t quite clear yet?
Feel free to send me something vague or unfinished.