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

From wellness to whisky to five star hotels.

Hi, I’m Lucy. Brand Strategist. Copywriter. Ex-Ad 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)

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.