stop playing it safe
Your business demands bolder
You know your brand needs work. Your messaging feels scattered. Your team’s frustrated. And that competitor? They’re eating your lunch. That’s why the status quo is your enemy. Now, more than ever, you need clarity. Because that’s when transformation and next-level growth happens.
Here’s the problem many leaders experience…
They’re Stuck Between What’s Working and What’s Possible
Your business is solid. You know your industry inside out. But something’s off…
Your brand looks disjointed. Products feel like they don’t belong together.
Your messaging doesn’t speak to the right audience at the right time.
Your team’s unclear on the vision, and it’s showing.
You’re afraid to break what’s working, but you know if you don’t evolve, a competitor will destroy you.
Here’s what I know after 25+ years working with hundreds of businesses of all sizes:
Most people operate from fear.
Sure, you’re invincible and fear nothing. LOL. But seriously, most business leaders fear:
- making the wrong move
- looking foolish
- wasting money on another “expert” who doesn’t get it
- breaking what’s working.
Those are normal concerns, because you’re constantly being judged. But fear creates misalignment; the kind that can hurt your future. So if you’ll not take action now, when?
The goalposts are constantly moving. You’re evolving as a leader. Your market’s shifting too. Standing still isn’t just unsafe, it’s a slow, avoidable death.
From Friction to Flow
Strategic Clarity That Moves Your Business Forward
I don’t simply write copy. I architect how your business communicates; strategically, cohesively, and with intent.
Every word serves your business strategy. Every message moves prospects from browsers to buyers. Every project is collaborative, iterative, and built on a deep understanding of your business, your customers, your market, and your goals.
What you get when you hire me:
✓ Strategic thinking honed at the world’s top ad agencies and my own consultancy
✓ 25+ years of intuition, knowing what works (and what won’t)
✓ A partner, not a vendor who’s fully invested in your success
✓ Clarity that cuts through the noise so you can move fast
✓ Long-term results. Most of my clients work with me for years.
I can help you simplify, unify, and amplify. And find peace and confidence in the process.
Services overview
Strategy and Copy That Serve Your Business Goals
As a Communication Design Strategist, I specialise in the strategies and communications that matter most for growth-stage businesses, and companies that need to pivot.
Brand Audit
A deep-dive discovery session to understand your business, identify gaps in your brand and messaging, and map the strategic path forward.
Learn More →
Brand Strategy & Messaging
The foundation. Complete strategic clarity—positioning, messaging architecture, brand story, and communication guidelines.
Learn More →
Website Copy & Strategy
Strategic website copy that turns browsers into buyers, architecting your entire communication journey.
Learn More →
Landing Page
Full Solution
Complete landing page solutions to capture attention and drive action. Includes Strategy, Copy, & Design.
Learn More →
Monthly Blog Writing
Thought leadership and regular content that educates your audience and moves them through the buyer journey.
Learn More →
Email Automation Campaigns
Strategic email sequences that nurture, educate, and convert on autopilot.
Learn More →
Monthly Consulting
Ongoing writing and strategic support for long-term growth. Most clients work with me for many years.
Learn More →
Campaigns
Full-service campaign creation from concept to execution. Whether you need digital, traditional, or integrated campaigns, I handle strategy, copywriting, creative direction, and have designers and developers when needed.
Learn More →
Process
How We Work Together
I’m based in the UK and work with clients around the globe. I often extend hours to suit your timezone.
My approach is collaborative, iterative, and built on trust.
1. 15-Minute Vibe Check
Let’s see if we click. No pressure, just a conversation.
2. Brand Audit
Deep discovery to understand your business, identify gaps, and map the path forward.
3. Strategy + Execution
We work together until it’s right. I never leave you to figure things out alone.
4. Long-Term Partnership
Most work evolves into ongoing projects.
Your success is my success. Most consultants deliver and disappear. I partner until everything works.
Nice To Meet You
I’m Will Roffé, a Communication Design Strategist with 25+ years turning fragmented brands into unified powerhouses.
I’ve worked for Saatchi & Saatchi, Ogilvy, Colenso, and McCann-Erickson, and run my own brand consultancy since 2002.
Now I work with visionary founders, CEOs and CMOs in high-trust, complex industries, from finance and professional services to Web3 and SaaS, who are ready to cut through the noise, find clarity, and scale with confidence.
I’ll help you turn browsers into buyers, retain existing customers… and find peace in the process.
I’ve worked with…
Trusted by leaders who refuse to settle
I’ve worked with blue-chip clients across many industries including:
- banks
- airlines
- auto manufacturers
- fintech companies
- SaaS platforms
- architects
- ad agencies
- design companies
- and other professional services firms.
Some of my credentials…
- One of only 12 students accepted into a prestigious advertising diploma program
- 28 years crafting brand strategies for companies from startups to multi-billion dollar corporations
- Over 20 years running my own consultancy, perfecting what actually works
- Specialised expertise in the sweet spot where agility meets resources. This is typically in the $2M-$20M range.
But here’s what really sets me apart: I’ve lived through my own complete reinvention.
I’ve experienced death, survived a shark attack, navigated the devastating loss of my first wife to suicide, raised my child as a solo father, lost everything, and rebuilt from the ground up.
These experiences taught me something most consultants never learn: Most people operate from fear. And fear creates misalignment.
I became obsessed with understanding what happens when someone reconnects with their truth, and how that transformation ripples through every aspect of their business and life.
That’s when I realised traditional branding was missing the most critical element: the human behind the brand.
How One CEO 10x’d His Business in 10 Years
Nick ran a scrappy insurance company with 35 staff and solid sales. His brand was a mess with disjointed products, unclear messaging, and a frustrated team.
Everything was at stake. Course correct or die.
We started with strategy sessions. I asked the right questions. Nick realised I understood business, not just words. Trust was built. Clarity emerged.
The transformation
We unified everything under one master brand: Star Insurance, the niche insurance specialists. I developed their complete brand strategy, wrote their websites, sales materials, culture program, and more.
The result?
Over 10 years, Nick’s business grew 10x. Staff engagement consistently measured above 90%. The brand went from fragmented to powerful, loved and trusted.
Nick trusted the process. He invested in strategy and content. In return, he got peace, clarity, and exponential growth.
NICK BAKER, CEO, STAR INSURANCE
“Will has always impressed us with his creativity. He is an expert brand strategist, strategic copywriter and ideas generator.
“Will created our successful brand strategy before working on our suite of insurance products along with developing and writing our corporate brand story that has formed a significant part in us creating and maintaining an engaging staff culture.
“He re-positioned our parent company, and brought cohesion and simplicity to our suite of brands. He created our unique positioning as niche insurance specialists, market innovators and leaders.
“Will wrote our website, and much of our backend portal for our brokers and partners. He has worked on geo-location campaigns, SEO campaigns, digital billboards, brochures, trade show content, letters, our quarterly magazine, digital and print ad campaigns and more.
“Will helped us discover and formalise our company culture, then wrote our culture program and documentation. This involved team workshops where he was able to get the right information out of the team to then formulate engaging and memorable content that inspired us and we could all get behind. The results of this have seen us consistently measure above 90% for our staff engagement surveys.
“If you need strategy, ideas, and/or the written word, Will should be your go-to person. He understands people and how to connect with them using the right language, tone and ideas.
“Our business has gone from strength to strength and we appreciate Will’s valuable input. We now have a strong, unified brand with a great market presence. I have no hesitation in recommending Will.”
Ready To Move From Friction To Flow?
If you’re a CEO, founder, or CMO running a £1m+ business and you know your brand needs strategic work and the right copy—let’s talk.
I primarily work with clients globally across fintech, SaaS, Web3, CreaTech, and professional services.
Whether you’re in the USA, UK, Europe, Middle East or New Zealand, we’ll find a time that works.
No silly questions. No judgment. Just clarity.