WORK
Over the last 15 years, I've found the right words for clients of all shapes, sizes and sectors. I've written websites, blogs, reports and brochures, created social media and email campaigns, and have even edited and jujjed up a (best-selling) book. Here are a few of my favourite projects.
ONE OF A STYLE
Copywriter
The brief for the One of a Style website was to help its audience understand the difference that a personal stylist can make, and set the tone for the warm relationships that founder Stefania Bartolomei creates.
The result is a visually and verbally gorgeous shop window, which showcases how Stefania helps her clients to look and feel their best. I picked up a few style tips along the way, too.
SUPERENGAGED
Editor and Chief Wit
I spent eight hilarious months working alongside Nikki Gatenby to help turn her ideas and experiences into a smart, practical and easy-to-read business book, Superengaged.
The role was a combination of (occasionally quite fierce) editing, redrafting and jujjing, including creating a fresh, lighthearted tone and suggesting ways to present key points in snackable chunks.
Superengaged was an Amazon best- seller by 11am on the day of launch and was highly commended at the Business Book of the Year Awards.
TIMEWISE
Content Writer
I spend two days each week as the in-house writer at Timewise, a social consultancy aiming to create opportunities for all through flexible working. Right now, our work is more relevant than ever, and the world is listening.
I write blogs, articles and reports as well as general website content, newsletters, social media posts and event copy, usually pretending to be someone else.
BRILLIANT MASKS
Blog writer
At the height of the pandemic, I was briefed to help persuade people to wear a mask that is highly effective, sutainably produced and contributes financially to the hospital where it was designed.
It may not sound like the hardest of sells – but it's a crowded market, and there are cheaper (if lower quality) masks available. My series of blogs, ranging from the medical to the environmental, has brought the benefits of Brilliant Masks to life in a way that persuades people to buy.
ARCHER ACADEMY
Copywriter
As one of a team of 12 founders who set up this new school from scratch, I created or co-created most of the elements of a two-year, multi-media comms campaign. This gave potential parents the confidence to ignore our lack of track record, contributing to the school being oversubscribed from day one.
I continue to work with the school to support and develop comms to parents, staff and the wider community, such as writing fundraising campaigns and co-writing the prospectus. A recent highlight was our Make Beaumont Brilliant campaign, which successfully raised £150,000 to build a library at the school's Beaumont Close site.
CANCER RESEARCH UK
Copywriter
I first worked with CRUK at Rapp, and when my art director and I went freelance, some of their briefs came too. From TV and press to retail posters, banners and emails, I’ve covered most of their bases and navigated several rebrands.
I was also jointly responsible for their ‘banker’ old-school DM pack (codenamed “Why?”) which toppled the previous, long-standing winner and raised much-needed funds over a number of years.
ENVIROTEC
Copywriter
Proving that there is no such thing as a boring brief, this piece for an industrial cleaning company scrubbed up far better than even the client was expecting.
Our idea was built around the thought that everything Envirotec comes into contact with ends up sparkling, even their sales brochure. The result was a glossy, all-white package, with inserts featuring minimal but highly polished copy.
In a neat twist, it signed off with the line This brochure has been professionally cleaned by Envirotec.
CRISIS
Copywriter
The original brief from Crisis, for a doordrop about hidden homelessness, didn’t initially set any pulses racing. But my art director and I came up with a concept that felt too big for the page; an attention-grabbing, reverse-graffitied image of a person, whose curled-up form personified the fact that homelessness hadn’t really gone away.
Luckily, the client agreed, and we rolled the concept out on dirty walls across the capital. It was subsequently picked up by the London press, creating a far higher profile than a door drop would usually generate.
LITTLE BOOK OF WONDERS
Copywriter
Demonstrating that you can never have too much of a good thing, this brief focused on an invitation-only lifestyle site that provided extremely high net worth individuals with extra treats.
The site offered its members up to five top-notch events a year, as well as interesting articles and features. Our job was to transform the dull, concierge-style original into something more worthy of the money’s-no-object-audience’s attention.
Despite not being actual billionaires, we came up with this concept, Memories in the Making. It repositioned Little Book of Wonders as the gateway to inspirational experiences, which would help members make the most of their (limited) free time and create lasting memories.