The Ess Letter

Industry

Wedding stationery + design

Services

Background

The Ess Letter is a Wellington-based wedding stationery and calligraphy studio known for its elegant design style and bespoke, handcrafted details. Sara, the owner, creates custom invitations, signage and paper goods for couples across New Zealand and beyond, blending fine-art aesthetics with a warm, personal touch.

Brief

The project involved:

Rewriting the full website with clearer messaging and more engaging, emotive copy
Crafting short, inviting headlines and paragraphs that reflect Sara’s design style
Improving calls to action to encourage more enquiries and bookings
Refreshing the site structure and basic SEO

Approach

We kicked things off with a discovery call where Sara talked me through her creative process, her dream clients and the heart behind her work. Wedding stationery isn’t just paper. It’s sentiment, anticipation and storytelling, and I wanted the copy to feel like that, too.

After researching other high-end stationery studios and looking closely at how couples shop for wedding design, I restructured the key pages to create a gentler, more intuitive flow. The tone needed to be warm, romantic and refined. Elegant but not stiff.

Each page was written to feel like stepping into the studio: calm, inviting and full of small moments of delight. Short, clever headlines. Emotive paragraphs. Clear next steps without ever feeling salesy. Once the first draft landed, Sara loved the direction, and only minor tweaks were needed before everything went live.

Update

In 2023, Sara contacted me again to revisit the copy on the homepage and several other pages in line with brand changes and to ensure it was still capturing her target audience. See the 2021 and 2023 versions below.

View work

Website

Happy client

Working with Kerrie on my website copy was such a fun and easy process! She quickly got up to speed on my business and produced copy in a short turnaround time. The first draft was spot on; she captured my brand voice effortlessly. I appreciated her thoughtfulness and clever play on words from my industry, and her ability to write clearly with lots of variation on word choice. Her SEO work really impressed me. She improved the site navigation and focused on the visitor while incorporating best SEO practices throughout the site. The copy was organised in a way that made it super easy to load onto my website. She was friendly and accommodating, and I wish I hired her earlier on when designing my website. Her work exceeded my expectations. She’s a valuable asset to any business looking to improve their website to attract quality clients!

Sara Gorski Kelm | Owner + Designer, The Ess Letter

Screenshot of The Ess Letter homepage written by KB

Screenshot of 2023 The Ess Letter homepage with new copy