Strategies with spine. Copy with soul. Brands with heart.

From wellness to whisky - if there’s a story, I’m in.

Hi, I’m Lucy. Brand strategist. Copywriter. Ex-agency planner. Yoga school dropout.

I help brands figure out who they are, what they stand for, tell their story, and sound like someone you’d actually want to talk to at a party (or at least follow on Instagram).

From Four Seasons to Lily’s Kitchen, I’ve worked across global giants, soulful start-ups and created a wellness brand of my own. I’ve seen the inside of enough brand decks to know when one’s lost the plot — and how to help it find its way home.

I help brands…

Figure out who they are (without a 100-slide deck and an existential crisis)

Say it clearly (in human, not marketing, speak)

Sound like themselves (on their best day, not their boardroom day)

What I do

  • Competitive research.

    Customer insight.

    Brand positioning.

    Brand purpose.

    Messaging frameworks.

  • Tone of voice and guidelines.

    Web copy including landing pages and product descriptions.

    Email marketing.

    Social.

    Press releases.

    Award submissions.

    Marketing collateral - flyers, leaflets, inserts.

    Packaging.

    Bios.

    Brand books.

    Manifestos.

    Brand films.

  • Blog posts informed by SEO research.

    Case studies.

How I do it

I use research, analysis, creativity, insight, a lot of yoga, the odd bar of chocolate and a sprinkle of fairy dust to create strategies with spine, copy with soul and brands with heart.

Disclaimer: In my previous life I was a Board Director in global ad agencies with marble loos and artful flowers. I spent my days talking about what song a sunflower should sing, and whether a green giant could say anything other than “ho ho ho”. These days I sit in cafes and look for life’s deeper meaning in my decaf skinny latte.

Who I’ve done it for

 

Clients

 

Branding

The Value Engineers: Pinch Indian meals for Tesco.

Happen (now Accenture): Dulux, Fazer, M&S, Premier Foods, house strategy training and web copy.

Ad agencies

Keel London: EXA, Guntner, house strategy, content and web copy.

AMV-BBDO: The Famous Grouse, Woolmark, Yellow Pages.

Leo Burnett: Johnnie Walker, McDonald’s, Kraft, in-house strategy training.

Havas: Dettol, Finish, in-house strategy training.

Travel Specialists

Indigo8 (PR agency) – Ananda in the Himalayas, Beckley Retreats, Broughton Sanctuary, Daios Cove, Datu Wellness, Discovery collection, Euphoria Retreat Co, Four Seasons (Bali, Malaysia, Maldives, Vietnam), Hooke London, Original Mayr Resort, Rakxa, RKV Wellness, Sweet Bee Organics.

Minty Ink (Copy agency) – Anantara, Four Seasons (Bali, Palau Explorer, Athens, Kuwait, Maldives, Resorts of Asia, Seoul, Shenzhen, Vietnam), HOOKE London, Thanos Hotels (Almyra, Anassa, Annabelle, Antasia, Amyth of Mykonos Agios Stefanos, Amyth of Mykonos Super Paradise and Amyth of Nicosia, Corporate).

The Global Retreat Company: 42 Acres, Adventure Yogi, Advium, Alikats, Arrigo programme, Azulfit, Borgo Egnazia, Combe Grove, Curious House, Dolphins Leap, Ibiza Retreats, Kamalaya, Luul, Park Iglis, Preidlhof, Reclaim Yourself, Revivo, Shanti Som, Six Senses, Skyros Holidays, YOAS, Zen Rocks.

 
 

Why Choose Me

Because I’ve sat on both sides — agency and brand, strategic and creative.
Because I’ve written books, built businesses, and still care about a good subject line.
Because I listen. Ask the right questions. And write like a human being.

  • Copywriting

    Be what people are looking for.

  • Brand purpose

    Brand purpose

    Brands with a purpose matter more.

  • Tone of voice

    Get noticed for all the right reasons.

Some of my favourite work

  • Image courtesy of Rachel Entwistle

    Rachel Entwistle

    Brand strategy, tone of voice, web copy.

  • The Famous Grouse

    Brand strategy, IPA Effectiveness Award.

  • Lucy Edge work for Nutricraft

    NutriCraft

    Brand strategy, tone of voice, blog posts.

  • Bo Po Works

    Brand strategy, tone of voice, web copy.

Rachel Entwistle testimonial for Lucy Edge

“Lucy and I worked together on various areas of the brand that needed urgently addressing. These were: brand strategy, tone of voice, copywriting sample social media posts, web landing pages and product descriptions.

Lucy was an absolute pleasure to work with - professional, insightful and a whizz with on-brand copy. She looked at the whole brand, thoroughly reviewed and responded to our existing info and brief and delivered transformational copy and an incredibly clear brand strategy.

I will definitely be working with her again and would highly recommend her to not just deliver copy but create the right mood and strategy to communicate your vision to your customers.

We immediately found our customers quoting elements of Lucy's copy back to us regarding our designs and ethos. Just brilliant!”

Rachel Entwistle, Founder Rachel Entwistle Jewellery

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