Brand strategy, tone of voice,
and copywriting

Svetlana Graudt founder of Raketta

founder of Raketta Brand Therapy.

I help brands (and the people behind them) figure out who they are, what they stand for, and how to communicate it with confidence and clarity.

I call it brand therapy – because building a brand is about knowing yourself and having the tools to say it with clarity, confidence, and consistency.

My name is Svetlana Graudt,

What do I actully do?

Brand storytelling

Building narratives that give your brand a personality and a voice people remember.

Brand clarity

I help you define what to say and how to say it, turning complex ideas into sharp, confident messages that cut through the clutter and sound like you.

Strategic copywriting

Clear, purposeful writing that connects with your audience and drives action.

Creative direction

Big ideas shaped into cohesive stories across channels and formats.

Want to talk projects or get to know me better?

I work with brands and design agencies to bring clarity to positioning, character to the voice, and brilliance to the copy.

This is what I do.

Work

Reinventing a 30-Year-Old Niche Tech Company

From jargon to human-first: brand transformation that drove a $29M acquisition.

Man&Mice

Key messages

Tone of voice

Positioning

The home of British motorsport shifts gears

A refreshed brand identity and messaging that won over both fans and major British brands.

Silverstone UK

Naming

Copywriting

B2B offer and website copy

Tone of voice

Brand guidelines

A property management system that puts hotel owners back with their guests

Human-first branding drives growth and acquisition.

Booking Factory

Brand strategy

Copywriting

Creative direction

Concept development

Forget Normal. Demand Magic.

A new voice put Holiday Tours on the map and into the top 10 on Tripadvisor.

Holiday Tours

Tone of voice

Tagline development

Copywriting

Creative direction

Naming that moves forward

A scalable naming system for one of Iceland’s largest pharma players.

Adalvo, Adalvo+

Naming

Tagline development

Brand strategy that honored heritage while driving innovation

Strategic repositioning that balanced digital ambition with human connection for Russia's leading leasing company

Baltlease

Messaging

Brand audit

Tone of voice

Brand strategy

The latest from branding experts in Iceland and beyond

Wednesday, July 16

Interview with Greta Macionytė, Head of Marketing at Happy Campers

Head of Marketing at Happy Campers on why branding is more than just marketing, the new realities of staying competitive in Icelandic tourism, and how she measures success.

Tuesday, April 29

Interview with Magnús Magnússon, CEO and Creative Director at Peel

From reimagining the agency model to branding an entire country, the Icelandic ad man tells his story.

Friday, March 14

Interview with Eiríkur Sigurðsson, Head of Communications

A comms veteran talks about how IP helps build a stronger brands and why Iceland has only a few globally recognised brands on the consumer market.

Thursday, February 13

Interview with Ásdís Eir Símonardóttir, People person

Head of People and Culture at Lyfja, an Icelandic pharmacy chain, on employee branding and why first impressions matter in attracting and keeping your staff.

Monday, February 3

Interview with Kristján Schram, Brand strategist

The strategist and PR expert shares insights on how Iceland could win at branding, his experience creating a Super Bowl ad, and the link between strategy and charity initiatives.

Wednesday, January 15

Interview with Maria Melaniia, Email concierge

The London-based email marketing expert explains why email marketing enhances your brand and shares top tips for creating a newsletter that customers will want to read.

Monday, December 16

Interview with Jóhann Þórsson, Marketing Manager

Jóhann Þórsson, marketing and prevention manager at Icelandic insurer Sjóva, discusses insurance marketing and the insights behind their most successful campaigns.

Monday, November 25

Interview with R. Michael Hendrix, Designer, author, musician, podcaster, brandari

The Reykjavik-based artist talks about winning a Bronze Cannes Lion, her creative process, and how a clear brief with a lot of creative freedom became the winning formula.

Wednesday, October 23

Interview with Tóta Sigurðardóttir, Brand strategist

The creative strategist talks about her approach to brand strategy, why Icelandic companies are 10 years behind Denmark when it comes to professionalism in branding, and shares tips on how to close the gap.

Friday, June 28

Interview with Natka Klimowicz, Illustrator

The Reykjavik-based artist talks about winning a Bronze Cannes Lion, her creative process, and how a clear brief with a lot of creative freedom became the winning formula.

Show more

Get in touch

Got a project in mind? Let’s see if we’re a fit.

s.graudt@gmail.com

Based in Reykjavík, working globally