Welcome to Cloudfish
I'm Greg McIvor, Founder & Senior Copywriter
I’ve been working with – and writing about – Swedish businesses since moving from London to Stockholm in the early 1990s.
After a number of years as Nordic correspondent for The Guardian newspaper, I moved to the Financial Times, contributed to The Economist and freelanced for various news outlets. Later on, I became editor of an international sustainability magazine.
Journalism is an outstanding discipline for any writer. It’s inspired me constantly since I took my first steps as a freelance copywriter and translator in the early 2000s.
Some years later I founded Cloudfish. Today I work with a broad portfolio of brands and businesses – from multinationals to agencies and smaller niche clients. Most are based in Sweden and other North European countries.
All share one thing in common: a commitment to crisp, concise communication in polished English.
I will always be the person you speak to when you get in touch. For larger projects, we have a small team of specialist, talented freelancers who ensure that Cloudfish always meets your needs and deadlines. We’re located in Malmö, Sweden, and London.
If required, I’ll attend your location for meetings or on-site project work. Typically, however, standard videoconferencing and other digital tools tend to meet most project needs.
What’s in a name?
Why are we called Cloudfish? Well, the cloudfish is a hardy coldwater fish that at first glance looks unremarkable but which, on closer inspection, exhibits a colourful and intricate scaled pattern. We think this is the perfect metaphor for good content writing – deceptively simple but carefully crafted and rich in nuance. Otherwise known as white cloud mountain minnow, the cloudfish is a member of the carp family (Cyprinidae) and often kept in aquariums.