About
Hi, I’m Hugo.
I write the words on websites, packaging and apps, mostly for small companies that make good things and describe them badly.
Before going freelance in 2019 I spent six years at an agency in Amsterdam, writing campaigns for banks and supermarkets. I learned how to get a sentence past nine people. Now I prefer convincing one.
My process is boring on purpose: I listen, I read what your customers already say, I write too much and then I cut it in half. Most of my best lines came from someone else’s mouth.
I write in English and Dutch, and I take on three clients a month so I can actually answer the phone.
— Hugo
House rules
Six things I cross out
solutions
Say what it is.
passionate
Show it instead.
innovative
Everyone says it.
leverage
You mean use.
world-class
Says who?
in order to
To.
Written for
Fieldwork Bikes
Ostra Coffee
Kinder Bank
Halde Skincare
Northside Theatre
Lumen Studio
Tegel Tiles
Pakhuis Books