Ivy ships with complete placeholder copy for every page. This section explains how to work with it — what to keep, what to personalise, and the principles that hold the voice together.

The copy philosophy

The copy across Ivy was written to do three things:

1. Demonstrate what good studio copy looks like — so you have a model to write from, not a blank page
2. Convert the right clients — every line has a specific job, explained below
3. Sound like a real studio — which means it will sound slightly wrong until you make it yours

The goal is not to preserve the default copy. The goal is to replace it with something equally considered.

Voice principles

Apply these whether editing existing copy or writing new sections from scratch.

Short lines, long silence. Headlines max 6 words. Let whitespace do the persuading.

Confidence without chest-beating. Make a claim and earn it, rather than announcing credentials and hoping that’s enough.

The client is the subject. Body copy is about what the client gets, not what the studio is proud of. Test every sentence: is this about us, or about them?

Verbs over nouns. We build beats We are a builder of. Always. Cut nominalisations wherever you find them.

No adjective stacking. Not innovative, forward-thinking, holistic design. Pick one real claim.

Punctuation as rhythm. Em dashes, mid-sentence line breaks, and deliberate periods control pace. Use them intentionally.

Lines to keep as written

These were written to do specific conversion work. Changing them usually weakens the page.