KRYSTLE WONG
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Writing with empathy

Facts talk, but stories sell. As a copywriter, I help you laser-focus your brand message while
​bringing a unique touch to your brand voice.​ My principles: 

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Make it human

If you can't read copy out loud without cringing or wondering if it's AI, it's not working. Good copy sounds familiar and human – warm, natural, emotive. 

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​Make it sing

Put clarity over creativity, but don't be a bore. Be delightful, but don't get in the way. Surprise. Wink. Alliterate. Use rhythm and repetition. Customers can hear you.

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​Make it count

Don't waste time. Make every word count. Say it simply, say it quickly, say it with authority. Just make sure it sticks. Customers will thank you.

Words

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Writing content

I'm not into cars or power tools. But if I'm doing my job right, you shouldn't be able to tell. I've written hundreds of search-optimised landing pages to attract traffic and widen the funnel. The more localised the content, the higher the conversion. 
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Writing for interfaces

The design and development of this signup form were already fixed in stone when it landed on my desk. But I managed to squeeze in a few significant UX changes to ease mental load with simple copy tweaks.
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Writing for campaigns

Always thrilling. I work with creative agencies, marketing project managers, and in-house graphic designers to shape campaign slogans and create copy for video and still assets that tease, excite, and engage new users.
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Stories

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Introducing products

Every product comes with its own ecosystem. A loyalty programme. A cash-back programme during the pandemic. A monthly pass. I work with stakeholders on interfaces, landing pages, and FAQ's to shape a cohesive product language.
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Introducing features

Change is cool, but also pretty confusing. By studying keywords in user surveys, I work with product owners and UX designers to shape onboarding content that help users quickly see the use-case and added value of these changes.
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Coming soon
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Introducing brands

In 2019, Daimler AG and BMW Group merged five mobility solutions – a historic joint venture concerning 60+ million users in 1,300 cities. I was lead copywriter for the official website and shaped the story of the merger.
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Content strategy

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Writing guidelines

To maintain consistent brand and product communication across different teams and channels, I develop and document writing guidelines including Glossaries, Style Guides, and Tones-of-Voice – with UX and localisation best practices in mind.
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Managing content

I use content modelling and information architecture to design, structure, and scale new content templates. I make the best of content management systems such as Contentful, Phrase, Drupal, FirstSpirit, and Typo3 to manage app and web content in multiple languages.
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Localising content

Over the last eight years, my work has been translated into 30+ languages for 40+ markets. The key is writing clean source text and providing clear context so translators can deliver their best work and make users feel at home.​

In another life...

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Magazines

From games to politics, I used to be editor and writer at a couple of magazines.
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Documentaries

I'm lucky to have contributed research and reporting on a couple of award-winning documentaries.
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Comics

I illustrated a short graphic memoir called Grand Mal in collaboration with a writer. It got published a couple of times.
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Thanks for reading.
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