Client: Cusimaky - A community-led educational NGO based in Cusco, Peru.

​My Role: Brand Strategist & Copywriter

​Project Focus: Brand positioning, messaging framework, and website landing page copy.

​Goal: To refresh Cusimaky’s brand and homepage copy so it clearly communicates who they are, why they exist, and why continued support matters, especially after surviving closure during the pandemic.

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The landing page needed to:

• Feel human and community-driven, not institutional

• Tell Cusimaky’s real story with clarity and emotion

• Build trust with donors, volunteers, and supporters

• Differentiate Cusimaky from generic charity messaging​

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The Core Challenges

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Cusimaky had strong values, real impact, and deep community roots — but this wasn’t coming through in their online presence.

Before the refresh:

• Messaging felt generic and overly formal

• The organisation’s resilience and history were missing

• Copy focused on what they do rather than why they exist

• Emotional connection with the reader was weak

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A key part of Cusimaky’s identity — reopening after forced closure during COVID through sheer persistence — was not reflected in the brand narrative.

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Strategy & Thinking

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This project was approached as a copy-first brand refresh.

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Instead of adding inspirational language, the strategy was to:

• Strip back vague statements

• Clarify Cusimaky’s core belief

• Build the brand around one honest, differentiating idea

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Core Insight

Cusimaky doesn’t exist because of funding alone. It exists because people keep showing up — consistently, through difficulty.

That insight became the foundation for the entire brand voice.

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Brand & Copy Execution

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Brand Slogan

Before: “A fairer future full of opportunities for the children of San Jerónimo.”

After: “A neighbourhood project that keeps existing because people show up.”

This touched on the story and reframed Cusimaky from a traditional NGO into a community-led project.

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Homepage: What We Do

The original copy focused on structure and objectives. The new copy tells a clear, human story.

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Copy from the rewritten section:

Cusimaky is an educational project that sits at the heart of support for children and adolescents in vulnerable situations in Cusco.

 

Founded in 2015 by Yennifer Calderón, Cusimaky grew into something far bigger than charity — a community, a home, and a voice for the people of the San Jerónimo district.

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After being forced to close during the pandemic, Cusimaky reopened in 2023 through determination, shared effort, and the belief of the community it serves.

Cusimaky exists because people continue to show up.

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Mission Statement

New Mission: We help people in San Jerónimo access education, care, and opportunity by showing up every day — before, during, and after struggle. Consistently. Not conditionally.

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This clearly communicates Cusimaky’s values while differentiating them from short-term or conditional aid models.

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Vision Statement

New Vision: To foster joy and build a future where every child’s dream is allowed to stay alive — powered by love, education, and community.

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Calls to Action

Before: “You can help many people by donating.”

After: “Donate a little. Help a lot.”

Short, direct, and aligned with the emotional tone of the brand.

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Landing Page Closing

The future is built by what we do today — showing up, consistently, for every child.

This reinforces the brand message at the moment of action.

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Visual & Brand Support

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Alongside the copy, I supported the refresh with:

• A new logo and refined colour palette

• Brand-aligned graphics and advertisements

• Emotion-led copy written as a letter from Cusimaky to the reader

• Physical and digital visual assets for outreach and fundraising

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Outcome

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• Full homepage copy approved internally

• Brand messaging aligned with Cusimaky’s real story and values

• Copy now used as the foundation for:

• Website relaunch

• Donor communication

• Ongoing fundraising and outreach

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Reflection

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This project required balancing sensitivity, clarity, and strategy.

The goal was not to over-polish the message, but to tell the truth better and allow the organisation’s consistency and resilience to speak for itself.