An experienced copywriter, I render copy clear and simple. As a consultant, however, I often recommend cutting down on text wherever possible. Instead, I aim to find out what the target audience really needs to know, and in find ways to visualise and personalise that information. My goal: thoroughly understanding rules, terms and conditions and processes, dismantling them, obtaining any information that is missing and discarding anything that is unnecessary. This way I helped countless Dutch governmental agencies, banks and other companies communicatie clearly and effectively.