"Content" is an overused word for something that still determines everything: whether anyone bothers to care.
We write copy—for websites, newsletters, social media, presentations, and campaigns. Our writing is personal, with a creative tone and a clarity that lets readers understand what we mean without having to strain. It sounds simple. It isn’t.
A hotel and a taqueria can’t sound the same, even if both want to come across as welcoming. A restaurant that has just opened doesn’t have the same voice as one that’s been around for a hundred years. Our job is to find the voice that’s already there instead of forcing one onto it—and then maintain that voice, across every channel, until it feels natural even to the people who work there.
Sometimes the shortest text is the one that takes the most work. When the Brasserie Group was set to open its Italian restaurant, we came up with the name ourselves: Ricordi—memories. A word that set the tone for everything that followed, from the menu to the music.
Frida is a copywriter and partner at FRIMA. This means that the text isn’t just a final step added once everything else is finished. It’s involved from the very beginning, when it can still influence what will be said.
