Well Turned Words is the wordsmithing studio of Julie Schumacher, epigrammarian. Sometimes I write things for other people. Sometimes I write things with other people. Sometimes I write things all by myself.
A teacher of writing, a compulsive consumer of books, and a champion of quality comma use, I relish the chance to collaborate with clients, designers, and developers to ensure the copy works.
If you are looking for the snarky or the scholarly, looking to attract clients or attract attention, you'll need good copy. Great copy reflects the mission of the client and plays nicely with design. Whether print or online, I can craft a body of text that makes sense with what you want to say and the space you have to say it.
proofing & editing
Putting your words out into the world can be intimidating. Even the best ideas can become mired in poor editing. My approach is fresh eyes on your content with your voice and mission in mind. Bring me what you've got and I'll give it a polish till it shines. Let's talk editing, fact-checking, proofreading, and more.
Raised in a haiku-loving home, I appreciate the art of brevity. I can help you find your voice on Twitter, Facebook, or whatever comes next. (And that was exactly 140 characters.) A one-time review or an ongoing editorial collaboration can set you up to actually write that blog or unify your image, message, and approach. If you need help mapping out your social media life, I'm your gal.
the blushing society & blush beauty bar
Abbie Samuel is the brains and beauty behind The Blushing Society, a beauty and styling concierge and Blush Beauty Bar, a spa that offers high-end spa services fast. Both The Blushing Society and Blush Beauty Bar embody Abbie’s personality: luxury, warmth, expertise, and just a dash of the friendliest kind of sass. Collaborating with Spitfiregirl Designs, I worked to articulate the business strategy, define the brand voice and how that would be shared online and across platforms, crafted print ads and an approach to the social media presence, and worked with an SEO expert to map out an on-brand, fun, and community-building editorial calendar for the blog.
black market brewing
This Temecula-based craft brewery produces great beer straight from wine country. Designed by Ian Law and built by Static Interactive, the responsive site features home page slides that give the client flexibility to celebrate the beer and share what’s new as well as hidden on-brand messages featuring specials and deals clued in to visitors via social media. With copy nods to its naughty name but a premium put on its very legal brews, Black Market’s site is craft brewing at its best. I worked with the client to ensure the copy zeroes in on innovative brews, a brewery team second to none, and a relentless commitment to excellence.
liz colhoun events
Liz Colhoun Events is an event planning and lifestyle design firm out of the Bay Area. Partnering with the Step Brightly gals, a colorful yet smartly organized website shows principal Liz’s sunny personality and her attention to detail. The copy needed to showcase both her event planning chops and her lifestyle work while offering potential clients a sense of the fun that is working with Liz. A richly detailed portfolio helps explain her thoughtful process and the delightful results. In addition, we’ve worked with Liz on an editorial calendar for her blog and a successful (and very pretty) regular email newsletter campaign to keep her work on everyone’s mind.
Static Interactive is the studio of Brett Burwell, a design-centric front-end developer who specializes in beautiful, responsive work. He partners with design studios, agencies, and clients to produce meticulously crafted online experiences. His site reflects his design background and development expertise, the premium he puts on relationship building, and a process that involves a positive and educative client experience. Case studies highlight the magic and detail that go into his work as well as a bit of his personality to show the human and humane side of development.
FontExplorerX is a well-respected font management system offering a feature-rich, speedy solution via desktop or server applications. The folks at DevBridge were tasked with creating a more compelling online presence. Working with their creative team, I helped develop a homepage that showcased bringing order to font collections. From there, an edit and reorganization of copy partnered with new icons and design/development elements for an easier to navigate and visually engaging site.
Virtue is a craft cider brand releasing its first batch of Red Streak under the helm of veteran brewmaster Greg Hall. Virtue's hallmarks are a blend of old world craftsmanship and modern fermentation processes. The site demanded language that highlighted just how special the cider is. Well Turned Words worked with Virtue on their copy to create elegant, thirst-inducing text emphasizing the mission and process that goes into each glass.
tala bee kids
Tala Bee Kids is a girls clothing line out of the Bay Area. As part of rebranding and a gorgeous new website, the text needed to highlight the modern, refined look of the collections. Instead of a girly line of sequin-filled clothes, adult design sensibilities blend seamlessly with play-worthy fabrics and fit. Working with Style Army and Tala Bee Kids founder & designer Tala Banatao, I had a delightful time crafting the site copy and developing headlines worthy of the custom illustrations.
Mood Events is a full service boutique events planning firm creating absolutely stunning affairs in Metro Detroit. As part of a rebranding effort with Spitfiregirl, principal Mikki Mood wanted to have copy for her new site that accurately reflected the work her firm does: thoughtfully elegant meets clever and charming, all with an eye towards showing both the Mood process and how every client becomes part of the Mood family.
Fairways is a new Chicago institution that blends a seasonal, contemporary approach to American food, an extensive and creative custom cocktail menu, and the best HD technology in a golf lounge.
A beautiful site designed by Ian Law and built by Static Interactive needed copy that explored the elevated bar menu, better-than-a-sports bar scene, and phenomenal golf experience that was also concise, engaging, fun, and golf related without being heavily punned
826 Seattle is a Pacific Northwest chapter of author Dave Eggers' national tutoring program. The site's design honors the joy-filled writing work being done in the center. The copy, then, needed to reflect the same clever, engaged tone. By working with the designer and developer, the result is playful word choice with a dash of whimsy. And a quadruple grammar check, because you can't have grammar errors on a tutoring site.
Heidi Yarger is the spitfire behind Spitfiregirl Design, a collaborative design studio out of San Francisco. I worked to whip up copy for her site to capture her talent and energy. Her work in branding and identity, packaging, and web design for emerging and established brands has made her a name in the wedding, fashion, healthy lifestyle, and kid-focused industries. The copy needed to illustrate her total professionalism without sacrificing her sparkling personality.
Chicago's Revolution Brewery is known for producing dozens of craft beers each year. Now adding one of the largest breweries in Illinois to their kingdom, Revolution celebrated with a new site. I view this type of word work, taking the strong content foundation a client's written and crafting a unified tone and style, as copy polish. It's all there, it just needs a shine. The new site has slightly edgy, fun language and it let me dabble in my history-major nerd roots too.
While a misused apostrophe doesn't end civilizations, well turned words work best. If you agree, I'd love to work with you.