Sundai Johnson

High school English teacher turned copywriter Sundai Johnson knew words, she just had to learn the language of brands. Now senior brandwriter at Mouthwash Studio, her role is about more than drafting good copy; it’s about world-building, or being a “word architect”. And when she gets a project she really resonates with, lines of copy can become “tiny revolutions”. Sundai shares her tips below for cold outreach that leads to signed contracts and selling your transferable skills when pivoting.

About my work

My creative practice
In the simplest terms, I write for brands. This is realized in a number of ways: verbal identity, campaign messaging, script-writing and so forth. Ultimately, I craft the language that both defines a brand and gives it a voice.

Influences and inspiration
My greatest inspiration comes from observing the people in my world. My inner community is full of people who I find wildly brilliant; how they carry ideas, interpret a line of poetry or what they find beautiful becomes imprinted on my creative spirit.

My training
I didn't have formal training in copywriting itself before entering the industry, but I had a background in writing and teaching writing. Many of those skills were transferable, but I had to translate them to a vastly different context.

Formal training or not, understanding an audience and their psychographics, distilling an idea to its vital components, and finding a message at the intersection of the two were vital skills to develop. That and being strategically-minded. Copywriters and brand writers are never just writing lines, they’re building worlds. Knowing where that world begins and how it’s best disseminated across touchpoints and content flows helps you architect versus write.

Sundai's poetry collection "Can we really call these love stories"

Favourite recent project
A few years ago I worked on some early campaign messaging iterations for Needed, a supplement brand focusing on prenatal, postnatal and women’s health. Though brief, the subject matter felt both instinctive and meaningful, particularly at a time where health access for women was facing imminent erasure. A few lines of copy felt like tiny revolutions and work I could be proud to contribute to.

A day in the life
I start with daily admin, and most of my mornings are spent in client or internal meetings. The afternoon is reserved for working time: reviewing feedback, building out verbal frameworks or writing lines of copy. I work remotely so walks are peppered throughout the day.

It doesn’t happen every day, but I try to reserve a moment or two for research and exploration; this might be reading an essay or a poem, listening to a podcast, putting on a live DJ set. This keeps my creative center active and alert to discovery.

How I got here

Starting my creative journey
I entered the industry fresh from a career in education as a high school English teacher. It was a moment ruled by curiosity and discovery. I knew how to write, but I didn’t know the language of this world I hadn’t expected to fall into.

I came up in a boutique agency that responded to one of many cold emails I’d sent to various agencies. On a small, nimble team, I was granted genuine trust and autonomy. I learned by watching, researching and doing. I asked questions and I listened. It was not without its challenges, but I had support and belief, and that made all the difference. Even if it doesn’t come from the workplace, locating this in other areas of life can sustain you in moments when you feel you’re against the current.

Landing my first few jobs, clients and/or commissions
I did plenty of cold outreach in the early days; writing samples linked to not-so-brief emails. Most of the time I didn’t hear back and most of the time it still paid off. Eventually I established relationships that led to returning clients and a regular rotation of projects. I found early on that being clear and specific about what you can offer (deliverable, timeline, value, etc) created a level of efficiency that led to a quicker yes and a signed contract.

Biggest challenges along the way
Understanding constant critique and feedback of your work as a part of the process. I had to be willing to ‘kill my darlings’; language worth advocating for is language that’s strategically sound. While it’s challenging to sever a certain kind of emotionality from the writing at times, it has made me freer and more creative in crafting language for brands.

Everyday skills I’ve found helpful for my creative work:
Engaged listening. It sounds overly simplified, but in spaces where there’s a chorus of voices and everyone’s opinions need to be heard, it’s important to truly understand the needs and direction being communicated. Listening actively and inquiring thoughtfully for clarity have helped me execute on briefs with greater precision.

My social media and self-promotion vibe is…
I haven’t utilized social media to consistently or strategically promote my work, not because I oppose it, but because it doesn’t come naturally to me. What did feel authentic was building connections. I directed my attention towards investing time in my creative community and professional relationships, building a strong and reliable network for new business over time.

Three things I've found useful in my career:

“Lest They Cut Them Out” creative writing for "A Womb of Violet, Volume II: Blackness, Resistance and Being"

My greatest learnings when it comes to making money and supporting myself as a creative:
If you’re operating primarily as a freelancer, always have a contract that defines your standards for how you work. Even if a contract is being provided, you can request edits or the inclusion of clauses from your own contract that protect you and your work. Advocate for yourself, your rights to be compensated fairly and on time, and to be treated with respect and dignity. This is your life’s work as much as any other role and should be treated with equal value.

Advice

My most useful career tips
I was told by a mentor early on: “Everything important in your life doesn’t happen in your 20s and 30s.” A life lived in fullness is the ultimate source of imagination.

Where I go to feel connected as a creative
Art shows and live music. Consuming art in spaces with community has been the most natural and intuitive way to connect with other makers and big thinkers. This also goes for being out in spaces in the world that you’re inherently drawn to; there’s an intimacy that arises from the collective experience of doing something you simply enjoy.

What I'd say to someone looking to get into a similar role
From a creative practice perspective, dissect and analyze language of all kinds. As writers, this is often a second-nature response to interacting with words, but do it with intent. Campaign copy, archival ads, iconic commercial spots, literature, product copy, essays, poetry. Research agency work and brands and see what resonates with the kind of writing you want to pen. Uncover where you want to be and what you want to write so you can start the path in that direction.

From a practical perspective, be brave enough to go after the work. If you’re switching industries like I was, know how your skills and experience transfer and get fluent in how to sell them. Even if it's not traditional ad copy, the writing samples you have still matter – they give people an example of your style and what you’re capable of. Apply for the job, send the samples. You only need one yes.