Case study · Personal brand
A Personal Brand That Turns Complex Expertise Into a Clear Message.
Greg Cohen is a senior copywriter and brand lead in London, specialising in fintech and financial services. He helps brands explain complex products through clear messaging, brand voice, advertising, investor communications and AI-enabled content.
The goal was a professional portfolio that states his positioning in seconds, proves his experience with recognised brands and selected campaigns, and makes contacting him or downloading his CV effortless.
- Client
- Greg Cohen
- Industry
- Copywriting & Brand
- Location
- London, UK
- Platform
- Squarespace
- Type
- Personal portfolio
- Scope
- Full design & build
The brief
Turning Years of Experience Into a Distinctive Online Presence.
01Before
Extensive Expertise That Needed a Focused Presence.
Greg's experience spans copywriting, brand leadership, advertising, financial services and executive communications. The challenge was to bring it together without the site feeling like a CV or an unfocused portfolio.
02The goal
Position a Senior Copywriter for Modern Brands.
Communicate his expertise immediately, establish credibility through recognised brands and experience, show the quality of his work, and make contact and CV access straightforward.
03What I built
A Portfolio Built Around Expertise and Proof.
Designed and built a Squarespace portfolio with a clear positioning statement, key career figures, a brand logo strip, six expertise areas, an About section, selected campaigns with short explanations, a portfolio page and direct contact.
Challenges and results
Making a Specialist's Experience Easy to Understand.
The site needed to state Greg's positioning quickly, build trust with senior clients and show the breadth of his work through real examples.
Challenges6
A Clear Professional Positioning.
Greg works across several related disciplines. Showing them all could dilute his core identity.
Establishing Credibility Quickly.
Clients hiring senior creative support need confidence in the person within seconds.
Several Services, No Overload.
Visitors needed to see how they could work with him without a complicated service structure.
Showing the Work, Not Just Describing It.
For a copywriter, real campaigns prove the skill.
Balancing Craft With AI.
AI had to read as an extension of his expertise, not a replacement for human judgement.
Straightforward Enquiries.
Clients and recruiters need a quick way to get in touch or review his background.
Results6
A Focused Introduction.
The homepage leads with "AI-powered words for human-first brands" and his role as senior copywriter and brand lead in fintech and finance.
Credibility at a Glance.
Key figures (22+ years, 8+ years in fintech, 70+ brands) and a strip of recognised brand names sit right below the hero.
Six Clear Expertise Areas.
Brand voice, advertising, investor communications, AI content strategy, email and CRM, and executive communications.
A Campaign Showcase.
Selected work, such as Inflation Never Retires and the Moonfare CEO brand film, each with a short note on Greg's role.
A Modern, Human-Centred Position.
AI is framed around editorial planning, SEO-aware copy and faster workflows that keep a human voice.
Simple Contact and CV Access.
A direct email link and downloadable CV make the next step easy.
How I approached it
A Personal Brand Built on Expertise and Work.
Instead of an agency-style site, this is a personal portfolio where positioning, experience and work take centre stage.
Defining the Positioning
Connected senior copywriting, fintech specialism and an AI-enabled approach into one clear message.
Organising the Expertise
Grouped his services into six areas visitors can scan quickly.
Highlighting the Proof
Gave room to career figures, brand names and selected campaigns.
Creating Clear Contact Paths
Added portfolio navigation, CV access and direct email.
Branding
Modern, Professional and Confident.
A deep midnight navy with gold accents feels senior and trustworthy, fitting for financial brands, while the editorial typography adds personality.
Typography
Headlines
Playfair Display
Body text
DM Sans
Playfair Display gives headlines an editorial, writerly voice. DM Sans keeps body text light and modern.
Colours
Midnight
#020617Navy
#162241Gold
#E8C878White
#FFFFFFMidnight and navy feel at home in finance. Gold picks out key words and figures.
The website
Inside the site.
Screenshots of the live website. On a computer, hover over the homepage to scroll through it.
Tools
Built on a Flexible Platform.
Squarespace
Website design, development and content management.
What's on the site
Every page leads to one place: a conversation.
- Home
- About
- Portfolio
- Contact
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