We help people with purpose tell clear, powerful stories.

Narrative, voice, and content strategy for founders, teams, and organisations building thoughtful brands and products.

See our work

About

Second Draft is a narrative and content strategy studio that helps founders, teams, and creatives turn ideas into clear, thoughtful communication.

We shape narratives, build verbal identities, design content strategies and systems, and translate ideas into writing for websites, products, and editorial platforms.

Learn more

Selected work

BU.MI

NARRATIVE & VERBAL IDENTITY, COMMUNICATION STRATEGY, DIGITAL PRESENCE

We worked with the founders of BU.MI, Trivandrum’s first experiential restobar, to build a strong verbal identity and communication strategy from day one. From defining their voice and messaging to shaping menu content and managing creative execution, we helped bring consistency and character to the brand’s early presence.

TANMATRA AYURVEDA

VERBAL IDENTITY, MESSAGING FRAMEWORKS, CONTENT STRATEGY

We worked with the founder of Tanmatra Ayurveda to shape a yet-to-be-launched women’s health brand from the ground up. Together, we built a confident verbal identity, defined tone and messaging principles, and designed a modular packaging copy system that makes Ayurvedic ideas simple, credible, warm, and scalable across products and channels.

tado°

CONTENT STRATEGY, CONTENT OPERATIONS, CONTENT PRODUCTION

We helped establish a content design practice within tado°’s customer experience organisation, defining multilingual content strategy, building editorial and governance systems, and creating workflows that continue to shape how the product communicates with its customers.

BUDGETBAKERS

CONTENT STRATEGY, EDITORIAL DIRECTION, WRITING & EDITING

We partnered with the BudgetBakers team to launch and develop the content strategy for their personal finance blog. We created topic frameworks, wrote original articles, and formed partnerships that made the blog a meaningful extension of their budgeting app, Wallet.

EXPLORE OUR WORK

What we do

We only take on what we can do well.
And we care about doing it properly.

NARRATIVE & VOICE

We help define the story behind your work, what you stand for, why it matters, and how to share it clearly.

Together, we shape the language and voice that express that story, building systems that keep your communication clear, consistent, and recognisably yours.

This often includes founder and origin stories, narrative frameworks, messaging structures, tone-of-voice guidelines, and verbal identity systems.

CONTENT STRATEGY & SYSTEMS

We make communication clearer and more intentional, helping you understand what to say, where to say it, and how it works across channels.

We design the systems that support how content is planned, created, and maintained within organisations.

This can include content audits, information architecture, editorial frameworks, governance models, workflows, and content playbooks.

WORDS & DESIGN

We turn complex ideas into words that work for websites, product interfaces, articles, reports, and editorial content.

We work closely with design partners to bring those ideas to life visually, ensuring the story and design feel aligned.

This can include website copy, UX writing, long-form content, editing, and collaborative work on brand identities, visual systems, and digital experiences.

What our collaborators say

“Writing that is evocative, insightful, and intelligent.”

Daniel Kasman
Vice President, Publishing, MUBI

“The strategies and content developed were perfectly aligned with our brand and objectives. Their dedication, creativity, and commitment to excellence are truly commendable.

Reshma B. Ramesh
Founder. BU.MI

“Before working with them, our content was a mess. They trimmed the fluff to make it easy to read and flow better for everyone. The win: It actually grabbed readers now.”

Arjun Nambiar
Founder, Nextinterview.ai

“The rare content practitioner who balances big-picture strategy, user-centered thinking, and craft.”

John Collins
Founder and Principal Content Architect, Triple Oak Enterprises

“Explains complex technical ideas in a simple, approachable way.”

Svea Kübler
Interim Head of Product, gridX

“Transformed the content design landscape within our CX department.”

Jurian Jansen van Gaalen
Head of Customer Experience, tado°

“Developed a new content strategy and processes that are still in place today.”

Alexandra Kobzev
Group Product Manager, Kraken

“Cares deeply about audiences and how products fit into their lives. Has a strong command over language, and makes things simple and intuitive across every touchpoint.”

Sushant Koshy
Senior Product Manager, Atlassian

Let’s talk

If you’re building something thoughtful and need help shaping the story, we’d love to hear from you.

Start a conversation