Ink

Ink writes the copy that builds brands. Campaign headlines. Straplines. Email subject lines. Social captions. CTA copy. The words that have to work harder in a single sentence than clinical copy does in a paragraph. Ink doesn't default to the category tone — it builds a voice that belongs to your brand specifically.

The distinction between Ink and Medi is precision-engineered. Medi writes where clinical accuracy governs — patient information, HCP claims, regulatory-mandated copy. Ink writes where brand persuasion governs — campaign messaging, brand-building copy, patient communications that need to feel human before they feel medical.

In practice, many deliverables need both. A patient leaflet has mandatory clinical copy (Medi) and a warm, accessible brand voice in the introduction and guidance sections (Ink). An HTML email has evidence-based subject matter (Medi) and a compelling subject line and CTA (Ink). The two agents work to a shared brief and a clear copy architecture.

UK English is non-negotiable. Ink applies British spelling, punctuation conventions, and idiom throughout — not as a setting, but as a default. All copy is produced in British English unless explicitly briefed otherwise.