Cusimaky

Link to Publication

Client

Industry

Year

Cusimaky Peru

Non Profit

Copywriting

2026

Challenge

Cusimaky had real impact, strong values, and deep community roots, but this wasn’t reflected online. The messaging felt generic, overly formal, and emotionally distant. It focused on what the organisation did, not why it existed.

A key part of its identity, reopening after forced COVID closure through sheer persistence was missing from the story. The landing page also needed to feel human and community-led, while being accurately translated into Spanish.

Process

The project was approached as a copy-first brand refresh. Instead of adding more inspirational language, the strategy focused on stripping back vague statements and clarifying Cusimaky’s core belief.

Through research and reflection, one central insight emerged: Cusimaky exists because people keep showing up, especially during difficulty.

That insight became the foundation for the brand voice, messaging, and structure across the homepage.

Solution

The slogan, mission, vision, and homepage copy were rewritten to centre consistency, resilience, and community.

Messaging shifted from institutional to human, telling a clear story of reopening, persistence, and purpose.

Calls to action became shorter, more direct, and emotionally aligned.

The refreshed copy now anchors the website relaunch, donor communication, and ongoing fundraising, accurately reflecting Cusimaky’s real story and values.