Helping You Tell Your Story — Clearly and Credibly
I'm Florian Kaefer — journalist by training, editor by practice, and founder of The Place Brand Observer. Over the years, I’ve helped many places and organisations put their story into words — clearly, credibly, and with a tone that feels right. If you're working on how to express what makes your place or project stand out, I can help you find the structure, language, and clarity to do it well.
What I Can Help With
This isn’t a content service in the usual sense. It’s about getting your story straight — and making sure it resonates.
- Shaping or sharpening your place narrative
- Editing brand texts, manifestos or project descriptions
- Co-writing editorial features, profiles or storytelling formats
- Helping you find the right language for campaigns or reports
I approach each project with care and curiosity — aiming to understand your story first, then help you tell it well.
Who It's For
I offer this service selectively to organisations and places working in areas like:
- City marketing, place branding, or strategic communications
- Regenerative tourism and sustainable development
- Cultural storytelling, community identity, or placemaking
If you're navigating how to describe your work or tell your story in a more meaningful way, this might be a good fit.
Availability
Because this work takes time and focus, I only take on a few projects per month. If you're interested, feel free to send a short note or idea — and I’ll let you know if I can help.
About Me
I trained as a journalist and worked as a copywriter before launching The Place Brand Observer and later PlaceBrandObserver.com.
Over the past 12+ years, I’ve edited hundreds of articles, interviewed more than 450 experts, and supported places and organisations in shaping how they present themselves — online and in print.
I don’t offer this kind of editorial work often. But when the fit is right, I enjoy helping good ideas and meaningful projects find the right words.
Let's talk
Email me directly: florian@placebrandobserver.com or use the form below. If you're unsure whether it's a fit, feel free to reach out with a short note — I'm happy to advise.