Strategies with spine. Copy with soul. Brands with heart.
From wellness to whisky to five star hotels.
Building lighthouse brands -attracting the people they love and guiding them home.
I am a freelance brand strategist and copywriter. I help human-first brands turn wandering words into messaging with spine, creating heart-led connections that stick and soulful stories that sell across every touchpoint.
I come armed with insight, empathy and creativity - plus plentiful supplies of chocolate for the days inspiration plays hardball. I am also a big believer in yoga for life’s inevitable curveballs.
Strategies with Spine
I’ll work out how to make your brand stand tall while others fall flat. Not just any strategy – the exact truth that gives your brand the confidence to be boldly, brilliantly distinctive in a world of sameness.
Copy with Soul
I’ll create a voice that feels authentic to your brand. We will develop language that captures your brand's unique character – creating those moments when people stop and think, “This one really gets me.”
Brands with Heart
I’ll create the human threads that connect your brand to the people who need it most. Not just messages - invitations that help people feel understood, valued, and drawn to something genuine in a sea of superficiality.
“Lucy is an insightful planner. She has the ability to internalise huge amounts of information, both qualitative and quantitative, and distil it into persuasive strategies and ideas.
Additionally she writes beautifully, in a compelling and flowing way that is elegant yet precise and concise.
Once on the case she is relentless and totally focused, putting in more hours than anyone I know. Her thinking is fresh and human and always actionable.”
GOFF MOORE, FORMER WORLDWIDE ACCOUNT HEAD LEO BURNETT. NOW AEROPLANE BUILDER AT CHOCKS AWAY LTD.
Hundreds of successful projects
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Rachel Entwistle
Brand strategy, tone of voice, web copy.
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The Famous Grouse
Brand strategy, IPA Effectiveness Award.
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NutriCraft
Brand strategy, tone of voice, blog posts.
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Bo Po Works
Brand strategy, tone of voice, web copy.
“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
Ways we can work together
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Competitive research.
Customer insight.
Brand positioning.
Brand purpose.
Messaging frameworks.
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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.
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Blog posts informed by SEO research.
Case studies.
“I engaged Lucy on a fast-paced client project, to which she added tremendous value. She was responsible for developing a brand manifesto and script for a brand film. She delivered high quality work, was a great communicator, met all deadlines, and was overall pleasure to work with. Her knowledge in the yoga space was a huge plus for this particular client and I would highly recommend her for future projects.”
JULIA MASEROV, STRATEGY, PURPOSE GENERATION”
Experience
From wellness sanctuaries to whisky distilleries to hotels with more stars than the sky – on the face of it these brands couldn’t be more different. What connects them? A human-first determination to stand for something real, speak with authenticity, and create relationships that matter.
My work spans these worlds, finding the distinctive truth in each brand and turning it into communication that resonates. Whether established or emerging, purpose-driven or luxury-focused, every brand has a story worth telling – and the power to create those genuine moments of connection when people feel truly seen and understood.
Who I’ve worked with
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 Medical 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.
“Lucy approaches all projects in a highly creative way, always looking for original ways to unearth insights; her analysis is always extremely intelligent, and she is capable of delivering findings which add genuine value against ridiculous deadlines! On a personal basis, she’s quite simply a delight to work with.”
DAVID GREEN, FOUNDER OF JUICE RESEARCH
Ready to build your lighthouse brand?
Let's turn your vision into a brand that stands tall, shines bright, and guides the right people home.
Book a free 30-minute conversation to get started.