Brand strategy, copy and content.

Specialising in travel, luxury hospitality, yoga and wellness.

What I do

I create engaging 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.

Services

 

Brand Strategy

 

Brand belief.

Brand purpose.

Target audience definition.

Brand positioning.

Brand messaging.

Copywriting

 

Tone of voice.

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.

Award submissions.

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

 

PR: Indigo8, Grayling.

Copy: Minty Ink.

Branding: The Value Engineers, Happen (now Accenture).

Advertising: AMV-BBDO, Leo Burnett, Y&R, Wunderman Thompson, Havas, Wieden & Kennedy.

 

Clients

 

Luxury & lifestyle escapes: Four Seasons, Thanos Group (Annassa, Annabelle, Almyra), HOOKE London, The Global Retreat Company

Iconic brands: Johnnie Walker, The Famous Grouse, Dettol, Yellow Pages, McDonald’s, Max Factor,

Innovators in food, fashion and wellness: Lily’s Kitchen, Jackpot Peanut Butter, Rachel Entwistle Jewellery, Fara Boutique, NutriCraft, BoPo Works.

 

  • Copywriting

    Be what people are looking for.

  • Brand purpose

    Brand purpose

    Brands with a purpose matter more.

  • Tone of voice

    Get noticed for all the right reasons.

Find out more about my services

Some of my favourite work

  • Image courtesy of Rachel Entwistle

    Rachel Entwistle

    Brand strategy, tone of voice, web copy.

  • The Famous Grouse

    Brand strategy, IPA Effectiveness Award.

  • Lucy Edge work for Nutricraft

    NutriCraft

    Brand strategy, tone of voice, blog posts.

  • Bo Po Works

    Brand strategy, tone of voice, web copy.

Read MORE
Rachel Entwistle testimonial for Lucy Edge

“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

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