Lucy Edge

I am a Copywriter and Brand Strategist.

I first fell in love with writing age seven, when I won a Jimmy Osmond sew-on patch for one of my poems. Winning a camera and a radio cemented the deal.

Landing my first job, as a graduate trainee at JWT, was the realisation of a dream I’d had since I was thirteen, when I created a clothing brand for a school advertising project.

I spent the next twenty years working as a Board Planner at AMV, Leo Burnett and Havas amongst others, on global brands including Dettol, McDonald’s and Johnnie Walker.

A career break in the yoga schools of India led to my first book Yoga School Dropout (published by Random House), a curated e-commerce site called YogaClicks.store – in which everything is made by yogis, and two more yoga-themed books.

These days I work freelance – using insight and language to come up with brand ideas, territories, research concepts and mission statements. I create brand personalities, characters, values and purpose. I write tone of voice guides, web copy, handbooks and content.

Please get in touch – it’s lucy@lucyedge.com