Modernising an Iconic Australian Needlecraft Brand
Morris & Sons is Australia’s most established needlecraft retailer, with a loyal following and decades of history. I was brought in to audit their brand and messaging from top to bottom, including tone of voice, website content, blog performance, and competitive positioning. Using voice-of-customer research and SEO insights, I developed a warmer, more distinctive brand voice and messaging strategy designed to drive organic traffic, build trust, and boost conversions, while staying true to the brand’s heritage and devoted customer base.
Target:
Both new and experienced makers and craft lovers
Tone of Voice:
Warm, Knowledgeable, Encouraging
Brand Strategy, Positioning, and Website Copy for Morris & Sons


"Working with Stacey is like switching on a light in a room you didn’t realise was dim. She brings an intuitive understanding of voice and audience that elevates every piece of work we do together. But what sets her apart is her ability to distil complex ideas into clean, confident, human language, without ever losing the edge or strategic intent behind the message. She listens deeply, challenges thoughtfully, and always delivers. Stacey is not just a writer; she’s a true thinking partner. I trust her with my brand, my voice, and my story."
— Alena Bennett
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ACKNOWLEDGEMENT OF COUNTRY
Clevr Copy acknowledges the Gadigal people of the Eora Nation, the traditional custodians of the land on which we live & work and pay our respects to the Elders both past, present & emerging.

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