5miles is a digital EdTech platform that empowers professionals with easy upskilling.

Here’s a snapshot of what I’ve done as their Copywriter.

I recognise that voice

5miles needed to find the right words to make their audience trust them like an old pal and respect them like experts.

After getting to know the company and team inside-out with carefully conducted interviews, I crafted a new brand narrative and detailed voice guidelines. I delivered what’s now the whole company’s writing bible.

5miles went from overly-enthusiastic, messy, and complex to consistently slick, approachable, expert, and trustworthy.

Guía de tono de voz de la marca 5miles, con texto que dice 'La nueva narrativa de la marca' en negro y naranja, en fondo blanco, y el logo de 5miles en esquina inferior izquierda.
Índice de contenido de una guía de estilo de marca en fondo naranja. Lista con títulos y números de página, incluyendo valores de marca, tono de voz, puntos clave, y canales.
Gráfico con fondo naranja que dice '10 lessons we’ve learned in 10 years', con un ícono de flecha y la palabra 'SWIPE', y en la parte inferior, '5 miles 10 yyrs'.
Diapositiva de lección 2 que dice 'Medir esa intuición. Intestino + métricas = magia.'

Characterful content & campaigns

Working backwards from their ambitious sales goals, I built a purposeful communication strategy with functional content planning to support it. Existing channels like LinkedIn and new ones like the Newsletter now run like well-oiled machines.

Throughout, I embrace opportunities to make their personality come alive: 10th-anniversary celebrations that offer tangible value and relatable vulnerability. Product releases with an unexpectedly tender twist. Carefully customised and cleverly coordinated feature launches.

Thank you, Chris.

“We were looking for a copywriter to help define our brand tone of voice and write our messaging guidelines as part of a broader branding effort. Before working with Kelly, I was hoping to find someone who could bridge the gap between startup energy and enterprise credibility, and she completely delivered.

Not only did Kelly lead the creation of our brand and writing guidelines, she’s also become an essential part of our team. She plans and supports our communication initiatives across the board—from product launches to LinkedIn posts, newsletters, and client messaging—always working closely with different team members and external designers to bring things to life.

Working with Kelly is not just enjoyable; it’s incredibly effective. Her writing is always spot on —clear, human, and perfectly aligned with our tone.

She helps us tell our story in a way that feels authentic and impactful. On top of that, she coaches our team members individually to become better writers and communicators.

In short: Kelly is a joy to work with and brings great value. Highly recommended.”

— Chris Van Voorden, Founder & CEO of 5miles