ARCHITECTURE & THE BUILT ENVIRONMENT
Identity-defining website copywriting for Cambridge interior design studio Feioi
Feioi is a Cambridge interior design studio shaped by Founder Jennifer’s blend of creativity, technical precision and care for how people live.
Jennifer’s approach is warm and intuitive. She listens deeply to solve her client’s interior tangles with clever layouts, beautiful colour combinations and inspired bespoke joinery, and Feioi has become known for work that is both considered and characterful.
THE SCOPE
Website copywriting
Brand messaging
Tone of voice development
Collaborative creative direction
Case study copywriting
The brief
Jennifer reached out because her website no longer reflected the designer she had become. Feioi’s online presence lacked the warmth, clarity and understated confidence clients experience when they meet her.
Jennifer’s interiors balance creative flair with mathematical precision and are designed for real life - but none of that was coming through online. She needed a website that felt approachable but assured, stylish without pretence, and grounded in thoughtful, functional design.
The challenge was to distil Jennifer’s personality, values and process into words that felt human and inviting, while demystifying interior design for people who often feel intimidated by the industry.
The work
positioning with clarity and confidence
We began by getting a clear sense of Jennifer’s story, values and the way she works. The briefing was full of honesty and personality, so the task became shaping that into messaging that felt true to the quality of her practice. From there, I wrote the full website content, sharpening Feioi’s positioning through clearer language, intentional storytelling and a structure that guides readers through the services with ease. The new content shows the value of Jennifer’s expertise while keeping interior design open, friendly and unintimidating.
a refined, consistent tone of voice
We developed a tone of voice that mirrors Jennifer’s natural communication style; calm, warm and reassuring. The language is straightforward and thoughtful, giving Feioi the clarity of an established design practice without losing its human feel.
case studies that bring the work to life
Feioi’s projects rely on strong visual storytelling, so the case studies needed to pair high‑quality imagery with clear, relatable narratives. I wrote four core case studies that highlight the strengths of Jennifer’s practice and explain the transformation behind each project. To support future growth, I developed a repeatable structure Jennifer can use for new projects, and collated and edited client testimonials to reinforce the key messages.
collaboration across the wider design team
Feioi’s website is a strong example of what an integrated creative team can achieve. Working alongside Sammi Dabner on brand identity, website designer Miriam Constantinou, photographer Trish Peters, and rollout support from Sadie Finch, we shaped a site where copy, visuals and structure reinforce the same story about what Feioi stands for.
The difference
The new Feioi website celebrates Jennifer’s warmth and skill, guiding visitors through her design processes, interior services and practical, human approach.
A clear, confident brand story sits at the heart of Feioi’s website, giving Jennifer an online presence that reflects her character, her style and the thoughtful way she works.
Ellie wrote the copy for my new website and I am so glad I made the investment.
I knew I would need a copywriter as I wouldn't have the time to write it myself, but it was worth every penny, not just for the time saved, but the way Ellie writes is like magic!
The website is beautifully written and Ellie captured my tone of voice perfectly. I couldn't have done anywhere near as good a job in a million years! Highly recommend!
- JENNIFER CHONG, FOUNDER
Reach outWords move mountains
Need a burst of creative strategy?
