SpinSisters is an award-winning collective of female DJs, and led by founder Laura Harvey, the business had built an impressive reputation. But as the brand evolved, the website copy no longer reflected the quality, personality, or professionalism behind the collective.

My brief was to develop a distinctive brand voice and rewrite key areas of the website to better communicate what makes SpinSisters different. Together, we wanted to position the brand as confident and credible without becoming too exclusive or inaccessible.

First I focused on creating a comprehensive Brand Voice & Messaging Guide. This established the brand's core persona and defined the language, tone and messaging principles that would underpin all future content.

From there, I rewrote multiple service pages, including Weddings, Corporate Events, Brand Activations, Private Events, the DJ Collective, and a new About page. The copy was carefully structured to improve user experience and support search visibility, while maintaining a consistent tone throughout.

One of the most rewarding aspects of the project was refining the messaging through close collaboration with Laura. We continually challenged language that felt overblown or inauthentic, ensuring every claim reflected the reality of the business and the values behind it.

The result is a website that feels far more aligned with the SpinSisters brand: confident, contemporary, and rooted in genuine expertise. Rather than positioning the collective as untouchable ‘superstar DJs’, the new messaging highlights what clients value most; exceptional music, professional delivery, and an instinctive ability to create atmosphere.

The project also provided SpinSisters with a scalable brand voice framework that can now be applied consistently across the website, blogs, social media, PR, and future marketing campaigns.