Arenzano, 2017. The starting point.
A copywriting studio on the Ligurian coast. We write in English and Italian for businesses who understand that words matter.
Started with a website and a conviction.
livecopywriting started in 2017 in Arenzano, a small town west of Genoa on the Ligurian coast. The location was not a strategic choice in the conventional sense: Arenzano is not a marketing agency hub. It is the choice of someone who wants to work well, not be at the centre of everything.
The first clients were Genoese businesses who had websites written by people who understood the technology but not the writing. The site explained what the company did, but did not tell the reader why they should care. That difference - between describing and convincing - is the difference that copywriting resolves.
Over the years the portfolio expanded to hotels, law firms, sustainable fashion brands, fintech companies, and B2B startups. The type of client changed. The underlying principle did not: we write from the reader's perspective, not the brand's.
We write in English and Italian. Not as languages we know, but as languages we think in. For bilingual projects, both versions are written natively, not translated. An Italian reader and an English reader have different expectations around density, tone, and structure. We respect those differences.
"The most useful rule we have: if the copy sounds like it was written by the brand for the brand, rewrite it until it sounds like it was written by someone who understands the reader."
Where we work.
Via della Pineta, 95
16011 Arenzano (GE)
Italy
Arenzano is about 25 km from Genoa. All services are delivered digitally. The studio is available for appointments on request.