Craft n connect Our Story

our story

New Zealand based Creative Content Writer, Copywriter, Website and Digital Editor

Bachelor of Communication Studies degree (BCS) Majoring in Creative Industries and PR. AUT University. Auckland, NZ.

Hi, I’m Michelle Joe.

An experienced Content Marketer, Copywriter and the Founder of Craft ‘n Connect.  Storytelling in various forms has long been a passion of mine, so helping businesses create an authentic presence through messaging that captivate and influence, felt natural.

We weave carefully selected words, in the right place, for the right people. All whilst ensuring what we write is enjoyable to read, respecting your brand voice, and with SEO in mind.

This is not your typical ad agency with multiple layers of communication and account managers.  Although, we do have a team of talented writers, you’ll deal directly with me who will take your initial brief, get to understand your business, your marketing goals and your consumers. We’ll be there right through to the final delivery to ensure you receive quality output and service.

“We understand the nuances and subtly of words to finesse your brand”

Craft ‘n Connect came to life after years of working across a mix of digital content marketing, website editing and project management roles for large corporations and boutique studio agencies in Auckland and Christchurch. 


I have worked for a number of industries in this capacity in sectors such as retail, SaaS (software as a service), tech, product development, education, audio post-production, entertainment, beauty, travel & lifestyle and more.

A few key organisations and client accounts previously worked on include Woolworths NZ, Think IT, ACG Education, M&C Saatchi, Sony Music, Porters Ski Resort, Te Puia Geothermal Rotorua and established advertising agencies across the country.

We are excited to continue growing our industry portfolio and curious about what special thing you’ve got going on! We’ll work with you to reveal your story in its best light, through carefully crafted copy and help you communicate a concise message to your audience.


No matter what stage you’re in – an established business that’s in growth phase, an organisation that’s leveling up your marketing, or a small company that’s figuring out your personal style?  That’s okay – we’ll work it out together.