Copywriting Support to Launch 3 Rebranded Websites in Under a Month

Working with scandiweb was a really smooth and positive experience. They quickly understood what we needed, asked the right questions, and delivered content that matched our tone and message perfectly. Communication was easy, deadlines were met without any issues, and the whole process felt very professional but friendly at the same time. We’re really happy with the result and would definitely choose to work with them again.

Triinu Luidalepp
Baltics Customer Experience Manager

Smartpost Itella’s rebrand to SmartPosti marked a shift toward a more unified, customer-first identity under Posti Group. The brand was changing, and their digital presence had to catch up fast. This meant developing three new websites across the Baltics from the ground up—with fully reworked content, multilingual support, and a tone that was aligned with the brand’s direction. scandiweb joined to lead the content effort, writing, translating, and structuring the content to match the new brand voice, all on a tight timeline.

About

SmartPosti is a delivery service provider offering parcel locker, courier, and logistics solutions for private individuals and businesses. The company is part of Posti Group, a Finnish logistics and postal service operating across Finland, the Baltics, and other parts of Northern Europe. Together, they support millions of deliveries each year, serving eCommerce businesses, corporate clients, and everyday customers.

Posti Group has been investing heavily in modernizing its services and brand presence. As part of that effort, Smartpost Itella underwent a complete rebrand to become SmartPosti, bringing its look and feel closer to those of Posti.

Project goals

SmartPosti needed to rewrite the website content in its entirety for their rebranded platforms. Our goal was to write and translate content for all key customer touchpoints—consumer and business-facing—while adopting a new tone of voice. The tone had to shift from corporate and formal toward clear, warm, approachable, and helpful content for customers navigating parcel sending and delivery.

Approach

We joined early in the rebrand process as an extension of the SmartPosti team to take full ownership of the content side. Two dedicated copywriters worked across all three websites, supported by translators fluent in Latvian, Lithuanian, Estonian, and Russian. Everyone on the team understood the tone to limit revisions.

Content and translations within the brand ToV

We studied SmartPosti’s new tone of voice, pinpointed where the old sites fell short, and rewrote every page based on real user needs. That meant leaving behind any corporate tone of the old sites and creating content that was simple, caring, and direct. Help pages, self-service instructions, and B2B content were rewritten to sound more local and helpful. Everything was structured around clarity and relevance.

Because the team handling translations was already part of the project and familiar with the tone and context, it helped to get them right quickly. There was no back-and-forth with an outside agency, saving the client time, budget, and a round (or two) of revisions.

Structured delivery

To stay on track, we met with SmartPosti daily to review progress, ask clarifying questions, and flag any blockers. Content was tracked in shared spreadsheets based on the SmartPosti team’s requirements, grouped by priority and page type. 

Reworked pages included:

• Homepage
• Receiving and sending instructions with all subsections
• News
• Customer service
• Self-service
• FAQs
• About us
• Full B2B section

QA and SEO support

After the client’s team uploaded the new content to the websites via Contentful, we supported staging QA across all sites and languages.

Our SEO Specialist also handled 301 mapping to make sure existing traffic was redirected properly post-launch.

Results

• 3 new websites launched on time in Latvia, Lithuania, and Estonia
• Most of the content delivered in under two weeks, including translations
• Consistent tone of voice and clear messaging across four languages
• Fast collaboration through daily stand-ups and structured workflows.

SmartPosti successfully launched a new, customer-first experience across the Baltics with scandiweb as a content partner by their side to keep up with the pace.

Need content support for your next launch that is fast, multilingual, and on-brand? Let’s connect and see how we can help.

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