I don’t help people push harder. I help them see more clearly.
Real change demands bold risks, disruption, and stepping into the unknown.
What looks like a strategy problem is often a clarity problem.
Most growth problems aren’t caused by a lack of intelligence, ambition, or effort. They happen when language lags reality.
As organisations evolve, clarity often erodes quietly. Messaging carries weight it wasn’t designed to hold. Decisions feel heavier. Alignment thins.
I’m a Communication Design Strategist.
That means I don’t only write words — I architect how your business communicates. Strategically. Cohesively. With every message serving your business goals, and with a human voice.
Most of my clients love me. One client married me. True story. Some have a love-hate relationship with me — challenging alpha types can be…challenging for them.
Six things that shape how I work.
25+ years of experience
I’ve worked at the world’s top advertising agencies, and run my own consultancy for many years — from Wellington, London and Belgrade.
Strategic thinking first
Every brand strategy element, and every word, serves your business strategy.
Deep collaboration
I spend time understanding your business, then ask the right questions.
Intuitive expertise
I know what works and what won’t — and I’ll tell you plainly.
Fully invested
I genuinely care about my clients’ success, and the lives impacted by their businesses.
Long-term partnerships
I work with clients until they’re happy, and most stay with me for years.
I don’t leave you alone to figure things out. The process is collaborative and iterative until everything’s just right.
I turn browsers into buyers — and help you find peace in the process.
Clarity isn’t a deliverable. It’s a foundational condition.
I don’t rush to solutions or prescribe before understanding. My role is to locate the strain — in direction, positioning, messaging, or alignment — and help you decide what actually needs attention.
You can’t add clarity later the way you might add features, copy, or design. Without it firmly in place, everything becomes guesswork.
When it’s present, work gets lighter. Decisions happen faster, ambiguity fades, and progress feels natural. When it’s missing, nothing scales cleanly.
Treat clarity as non-negotiable infrastructure, not a finishing touch.
This approach does not:
- Diagnose via templates
- Optimise symptoms
- Manufacture certainty
- Persuade people into readiness.
Clarity isn’t created. It’s uncovered.
Who this work is for.
Resonates most with people who
- Can get comfortable with complexity
- Value thinking as much as execution
- Want decisions to feel clean, not forced.
Not designed for
- Tactical quick fixes
- Growth at any cost.
Know what you need?
If you know what you need and want it actioned by an expert copywriter and strategist, copywriter.nz might suit you better.
copywriter.nzScaled your business? Ready to align the frequency?
If you’re ready to align your brand, business, and leadership into a unified force for effortless growth, magnetic presence, and long-term peace, Resonant is next-level work for leaders.
beresonant.co“With such a tremendously creative and strategic mind, but also an astute business sensibility, Will is someone you can go to with supreme confidence, to deliver incredible results, time and time again.”Jeremy Snowsill — CEO, LWC Australia
“Will and his team created our new brand identity system with all associated materials, then wrote, designed and developed our new website which got rave reviews. They nailed it! Our practice has continued to go from strength to strength.”Noel Jessop — Director, Noel Jessop Architecture — New Zealand
“He re-positioned our parent company, bringing cohesion and simplicity to the brand. He truly understands people and how to connect with them. Our business continues to grow exponentially.”Nicholas Baker — CEO, Star Insurance — New Zealand