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

From wellness to whisky to five star hotels.

Hi, I’m Lucy. Freelance Brand Strategist and Copywriter. Ex-Ad Agency Planner. Yoga School Dropout.

I help brands inspire love in the people they serve.

Whether you're established or emerging, I'll help you uncover your brand's backbone, find its voice, and capture its spirit. Together we'll create messaging that speaks to both minds and hearts - so that people want to hear more, rather than search for the exit.

Strategies with Spine

While others might settle for “innovative solutions” and “passionate teams" (yawn), we’ll excavate the core truths that give your brand something worth saying - and your audience something worth remembering.

Copy with Soul

Your words should feel as authentic as a conversation over coffee - minus the awkward foam moustache. I write copy that feels smart, engaging, and refreshingly real. While others play the volume game, we’ll aim for the kind of clarity that makes people stop scrolling and start paying attention.

Brands with Heart

The secret sauce between “just another business” and “the one people rave about.” My job? Turning those occasional window shoppers into the friends who drag their friends to your door. No marketing sleight-of-hand—just real connections that stick around long after the trending hashtags fade away.

See my work

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.

Luxury Hospitality 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.