Punch It Up: it describes what we do.

It's a well-known term in Hollywood (and where better to nick a name from?). To punch it up means to build something up, to make it better, to help it go the extra mile. That something might be you (we're trainers) it might be a script (we're script doctors) or it could be a brief (we're writers).

We chose the name because we like the attitude it suggests. We like that 'can do' mentality that determines to get the best out of people, or out of a piece of work. And we like the fact that it sounds like fun, because we think creative work should be personally rewarding as well as challenging and interesting.