A boundless, timeless, endless story.

A boundless, timeless, endless story.

The Handmade Copywriter is a creative consulting & storytelling boutique, proudly crafted in Italy.

Founded by native Italian woman Federica Lovaglio.

A celebration of handcrafted luxury storytelling, where the passion for Made in Italy, art, and culture meets creative entrepreneurs who value authenticity, a sophisticated aesthetic, and the impeccable heritage of Italian design.

Uncovering your story and translating it into a long-term vision with strategic messaging and creative execution—all designed to bring your brand’s identity to life with grace and precision at every touchpoint.

THE PERSPECTIVE

HANDMADE COPYWRITING™

BEHIND THE HANDMADE COPYWRITER™

Federica Lovaglio is a multidisciplinary creative based in Milan—storyteller. writer. consultant.

Born in the beautiful city of Napoli—rich in culture and architectural heritage—Federica grew up surrounded by artistic inspiration and the abundance of Gothic, Renaissance, and Baroque styles. Her mother, an acclaimed painter, and her upbringing in her parents’ communications agency environment helped shape her deep appreciation for the visual language and storytelling.

Ritratto in bianco e nero di una donna con capelli ondulati, che posa con una mano sul viso, indossando un maglione scuro.

Federica Lovaglio, Founder & Creative Director
@ The Handmade Copywriter

Globally inspired. Handmade in Italy.

The Handmade Copywriter is the epitome of high quality, craftsmanship, verbal & visual design, customization, Italian humor & heritage, Made in Italy, passion & commitment, handcrafted, gesture, and exchange.

The Handmade Copywriter believes in the uniqueness of the individual, the power of creation, renewal, and change, and the celebration and appreciation of the power of origins and roots.

The Handmade Copywriter is the condensation of artistic and cultural imprinting from the 1920s, displaying tradition, purity, neutrality, and sharpness. Thus, creating a world of abundance, fulfillment & alignment with one’s values.

The project goes beyond aesthetic appeal—it aims to create an impact, to touch people, to move emotions and thoughts, inviting reflection and connection.

MANIFESTO

On a mission to combine artistry with evocative storytelling to craft emotionally engaging narratives.

Expertise

  • I help businesses and individuals build a cohesive brand identity by aligning strategy, storytelling, and design. Through a thoughtful blend of words and visuals, I ensure consistent communication that brings their vision to life. I also provide creative guidance to shape and refine ideas, incorporating artistic elements that elevate brands and projects.

  • I help brands craft their story as a signature—a lasting imprint on the world. More than just words, storytelling is a strategic blend of voice, tone, and identity that shapes perception and fosters connection. Through a structured approach, I refine language, clarify messaging, and ensure every interaction becomes an authentic extension of the brand’s essence. When story and strategy align, a brand doesn’t just communicate—it leaves a mark.

  • From strategy to execution, I help brands bring their stories to life with precision and creativity. I develop tailored copy strategies and craft compelling content that resonates—whether it’s website copy, social media posts, or marketing materials. Every piece is designed to align with the brand’s voice, engage its audience, and drive meaningful connections.

  • Coming soon

    I create handcrafted brand illustrations that visually tell your story, adding a unique and personal touch to your branding projects, books, and online content.

  • “Working with Federica was such a pleasure. She’s taking a close look at your business vision, mission, and goals. She’s sharing awesome business advice for business as well as great copywriting skills. I highly recommend working with Federica for her high work ethic, very effective communication throughout the cooperation, and dedication to the project. If you need copywriting for creative business, I really recommend her!”

    Alexandra Ravn, YouTuber, Brand Strategist & MLM Mentor

  • “Federica is a serious, competent, and willing professional. What impressed me most about her is the enthusiasm she brings to the project she’s involved in... She doesn’t see it as just a job, but as pure dedication! She works well as part of the team, is committed to achieving common goals, and her proactive attitude is highly productive for the entire company.”

    Valeria Serino, Founder @ Casa Serino

  • “Federica is fantastic! She translated my English website into Italian and made some very helpful suggestions to ensure the accuracy and effectiveness of the content. Furthermore, she went above and beyond to create sample SEO copy for future implementation. I look forward to further collaborations with her!”

    Sara Glenn, Founder @ Atelier Glenn

  • “I asked Federica for help with some LinkedIn posts, and she gave me some great ideas. She is precise, quick, and professional. If I need help with copy in the future, I won’t hesitate to contact her again. Thank you for everything!”

    Eleonora Monoscalco, Freelance Interpreter and Translator

“Read, read, read. Read everything — trash, classics, good and bad, and see how they do it. Just like a carpenter who works as an apprentice and studies the master. Read! You’ll absorb it. Then write. If it is good, you’ll find out. If it’s not, throw it out the window.”
— William Faulkner

 FAQ

  • If you’re unsure where to start, think about what’s holding your brand back the most. Do you struggle with:

    • A lack of brand clarity? → You need Creative Consulting.
      I help define your brand’s identity, messaging, and creative strategy, ensuring your audience understands your value immediately.

    • Telling a compelling brand story that connects with your audience? → You need a Brand Storytelling Strategy.
      Storytelling is at the core of brand engagement—I'll craft a narrative that makes your audience feel emotionally connected.

    • Converting your audience with powerful writing? → You need Copywriting & Content Strategy.
      Your website, e-mails, and social content need to do more than inform—they should drive action. I create messaging that converts curiosity into commitment.

    • A more visually engaging brand presence? → Brand Illustration (coming soon).
      Strategic visuals reinforce your brand story, making your messaging more memorable and shareable.

    Still unsure? Let’s discuss your needs in a consultation. I’ll assess where your brand stands and recommend the best solution to drive engagement and conversion. Contact me here.

  • Creative consulting is a holistic approach to brand development. It includes refining your brand’s identity, aligning storytelling with design, and ensuring your communication is cohesive across platforms. Whether you need guidance on messaging, visual consistency, or brand differentiation, I provide tailored strategies to bring clarity and direction.

  • Brand storytelling shapes how your audience perceives you. A well-crafted story builds emotional connections, strengthens brand loyalty, and makes your message memorable. My approach ensures your voice, tone, and messaging align with your brand’s values and resonate with your audience.

    • Brand Storytelling Strategy is about defining the bigger picture—your brand’s voice, narrative structure, and messaging framework.

    • Copywriting & Content focuses on the execution—writing website copy, social media content, and marketing materials based on that strategy.

    If you need both, I can create a seamless transition from strategy to content.

  • I offer ongoing consulting and content creation services for brands that need continuous guidance, strategy, and execution. Let’s discuss a plan that fits your needs. Contact me here.

  • Absolutely! Whether you’re starting fresh or refining an existing brand, I adapt my approach to fit your needs. If you already have branding in place, I help enhance and align it for consistency and impact.

FOR ALL PARTNERSHIP INQUIRES

I am always open to collaborations and commission-based projects, where art & storytelling meet.

Whether you’re a brand or creative entrepreneur, feel free to reach out through the form below.

I am also eager to partner with fellow creatives – photographers, designers, illustrators, and other artists – to create original and boundary-breaking experiences for branding projects, events, and product launches.

Let’s create together!

Read Note, my Italian Journal