Building lighthouse brands

I'm Lucy Edge, a freelance brand strategist and copywriter who helps human-first brands find their distinctive truth and express it in ways that connect. I've spent decades turning wandering words into messaging with spine, creating heart-led connections that stick and soulful stories that sell across every touchpoint. (See my portfolio.)

The Strategy (Spine)

My approach starts with finding what makes your brand genuinely different – not the "passionate about quality" platitudes that everyone claims, but the actual truth that gives you the right to stand tall in a crowded marketplace.

Whether I'm working with a wellness startup, a luxury hotel group, or a purpose-driven retailer, I dig beneath the surface to uncover the strategic foundation that will support everything else. This might involve customer interviews, competitive analysis, or collaborative workshops – but it always involves genuine curiosity about what makes you, you.

I've led brand strategy for clients ranging from The Famous Grouse to Lily's Kitchen, helping them clarify their positioning and connect with audiences who previously felt out of reach. My approach combines analytical rigour with intuitive understanding – because the best strategies appeal to both the head and heart.

The Voice (Soul)

Once we know what makes you distinctive, I'll help you say it in ways that feel authentically yours. Not corporate jargon or marketing speak, but language that captures your unique character and creates those moments when people stop and think, "This one gets me."

I've created tone of voice guidelines and messaging frameworks for brands including BoPoWorks, Amber Jean, and Rachel Entwistle – each with its distinctive personality. I've written everything from website copy to product descriptions, social media content to press releases, always with an eye for what makes the brand special.

My own writer's journey includes three published books, giving me a deep understanding of how to craft narratives that keep people engaged. I bring this storytelling sensibility to branding projects, helping businesses move beyond functional messaging to emotional connection.

The Brand Connection (Heart)

The ultimate goal isn't just a strategy document or a piece of copy – it's creating genuine connections between your brand and the people you're meant to serve. I focus on developing messaging that makes people feel understood, valued, and drawn to something authentic in a world of superficial marketing.

For Guinness, this meant shifting from a "drink for the guys" to a drink that celebrates life's meaningful moments with anyone. For M&S Food on the Move, it was about breaking lunch routines and encouraging culinary exploration. For Indigo8, it was transforming luxury hospitality PR materials from announcements into invitations for engagement.

My work spans wellness to whisky, yoga to luxury hotels – proof that authentic connection transcends categories. What unites my clients is a desire to build brands with both commercial impact and genuine heart.

My Approach

When we work together, you can expect yoga for the inevitable curveballs and chocolate for the days inspiration plays hardball. More importantly, you can expect a strategic partner who truly cares about your success – someone who'll challenge your thinking while championing your vision.

My process typically includes:

1. Discovery — Deep listening to understand your business, audience, and ambitions

2. Strategy — Developing the spine that gives your brand strength and structure

3. Expression — Crafting the distinctive voice that brings your strategy to life

4. Connection — Creating messaging that forms meaningful bonds with your audience

Each brand requires a unique approach, so I tailor my services to meet your specific needs rather than following rigid formulas.

My Background

My journey to brand strategy and copywriting took a scenic route. After years in advertising at agencies including Leo Burnett, I wrote three books exploring yoga and personal transformation. Yoga School Dropout became a Book of the Year for both The Times and The Independent, teaching me invaluable lessons about engaging readers and articulating complex ideas.

I've founded my own brands, including YogaClicks, a sustainable marketplace for yogi makers, where I grew our community to 50,000+ followers and earned certification as carbon neutral. This entrepreneurial experience gives me first-hand understanding of the challenges my clients face.

Today, I work with select clients who value strategy with spine, copy with soul, and brands with heart. Whether you're repositioning an established brand or launching something new, I'd love to help you build your lighthouse brand – one that attracts the people you're meant to serve and guides them home.

Let's Work Together

Ready to create messaging that resonates with the right people? Let's talk about bringing your brand's distinctive truth to life.

Contact Me →