Copy, content and brand strategy.
Specialising in travel, luxury hospitality, yoga and wellness.
What I do
I write copy and content rooted in pin-sharp brand strategy.
I work on the big stuff and the small - from brand messaging and manifestos to blog posts and product descriptions - running the brand story through everything, like lettering through a stick of rock.
I am also an SEO copywriter, meaning I research what people are actually searching for rather than guessing what they might be searching for. Copy that answers real questions gets results, including more customer engagement and the holy grail—higher Google rankings.
I love what I do, and I’d love to do it for you.
How I do it
I use research, analysis, creativity, insight, a lot of yoga, the odd glass of wine and a sprinkle of fairy dust to create light-you-up copy from heart-led brand strategies.
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
Agencies: AMV-BBDO, Leo Burnett, Y&R, Wunderman Thompson, Havas, Wieden & Kennedy, Happen (now Accenture), Minty Ink and more.
Clients: Four Seasons, Thanos Group (Annassa, Annabelle, Almyra), HOOKE London, The Global Retreat Company, Johnnie Walker, The Famous Grouse, Dettol, Yellow Pages, McDonald’s, Max Factor, Lily’s Kitchen, Jackpot Peanut Butter, Rachel Entwistle Jewellery, Fara Boutique, NutriCraft, BoPo Works, and more.
My books Yoga School Dropout and The Handbag and Wellies Yoga Club were published by Ebury, a Penguin imprint.
Dozens of yoga teachers and the British Wheel of Yoga (the main accrediting body for yoga in the UK).
Skills
I create engaging brand stories using copy and content.
Copywriting
Web copy including landing pages, product and destination descriptions.
Email marketing.
Social.
Press releases.
Marketing collateral - flyers, leaflets, inserts.
Tone of voice.
Packaging.
Manifestos.
Brand films, explainer films.
Content writing
Blog posts informed by SEO research.
Case studies.
Bios.
Sectors
Retail
Fashion, activewear, jewellery, beauty, hair.
Health & wellbeing
Yoga, meditation, mindfulness.
Travel
Luxury hospitality, retreat centres, retreat portals.
Agencies
Innovation agencies, copy agencies.
FMCG
Food and drink.
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Copywriting
Be what people are looking for.
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Brand purpose
Brands with a purpose matter more.
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Tone of voice
Get noticed for all the right reasons.
Some of my favourite work
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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