Hi, I’m Lauren, a conscientious and highly creative copywriter with over six years’ experience in the world of brand content creation. After beginning my career in-house, I continued to hone my craft at a London-based content agency before taking the freelance leap early last year.
I have a talent for creating catchy copy with a clear message, a knack for weaving in pithy and relatable insights and, equally, I often find little beats writing a long-form piece of eloquent prose. All that comes hand-in-hand with extensive knowledge of TOV development, branding, UX writing, SEO, editing and the like.
Please take a scroll through my portfolio below and send over any questions, requests or briefs in an email to firstname.lastname@example.org. I’ll get back to you promptly.
NB. I run my Boggy Made This greeting card business on the side so if you decide to pass on my copywriting, why not treat yourself to a couple of cards instead?
Hertz – UX & Tone of Voice
In my most recent project as a UX copywriter for Hertz, I’ve collaborated with UX and UI designers to simplify booking a vehicle online. It’s notorious for being an overly complex process, so the copy I’ve created is succinct and carefully thought through to combat this issue. Alongside UX writing, I’ve been working with the company’s Brand Director to create a new tone of voice for the business – one that’s engaging, approachable and to the point.
Skopes – In-Store & Tone of Voice
I developed a new tone of voice for the men’s suiting brand, Skopes, which can be seen throughout their new London Westfield store. The tone is confident, intelligent and quick-witted, encouraging shoppers to see the suit as something worn beyond the formal occasion. My work for the brand has included in-store displays, printed look-books, branding and pitching documents, hundreds of clothing hang tags and a brand manifesto.
Dove – Online, Interviewing & Social
I’ve conceptualised and created a wide range of search engine-optimised and globally localised content for the beauty brand Dove, all with a focus on improving women’s self-esteem and opening up the discussion on unrealistic beauty standards. My work has included online articles, chatbot copy and video interviews, as well as product descriptions and Instagram posts. Whilst working on these projects I also found and reviewed relevant political and editorial news stories, enabling me to better connect to the brand’s target audience.
Primark – In-Store
I worked with retail design agency Dalziel & Pow to create the copy that covers the walls of the newly opened ‘world’s largest Primark’ in Birmingham. The store’s opening gained a great deal of coverage in the press for its impressive size, distinctive graphics, and for how the brand is bucking the trend for struggling shops on the high street.
The National Lottery – TV, Online & Social
While freelancing at The National Lottery for four months, I generated ideas for content, researched contributors for promotional films and TV ads, wrote articles and social copy, and interviewed people for videos and voxpops. The brand have recently changed their marketing and communications strategy, now putting more of a spotlight on the money ticket sales raise for good causes. I was part of a team helping to implement this new approach across the business.
Persil (Dirt is Good) – Social
I came up with the creative approach for Persil’s Outdoor Classroom Day social campaign, writing concise yet impactful copy to encourage parents and teachers to let children learn outside for the day. The idea to link notable historical figures associated with school subjects to the theme of being outdoors was very successful, resulting in significant social engagement for the brand.
Ray-Ban – Media Microsite
I researched travel destinations and wrote articles for a Ray-Ban microsite showcasing 60 of the most colourful places to visit across the globe. Each piece was written in the brand’s cool and self-assured tone of voice and targeted to their typical consumer, with the aim to inspire people to view the world in their Ray-Bans. The microsite itself was press-only, created to encourage the media to write about the new Chromance lenses.
Dove Men+Care – Tone of Voice & Online
I worked on a project to shift Dove Men+Care’s tone of voice from overtly macho to more thoughtful, yet still with a distinctively masculine style. The alteration in language was needed to keep the brand in line with the changing views on modern masculinity and demonstrate awareness of the issues surrounding men’s mental wellbeing. Whilst working on the project I also spent time recording and gathering insights on mental health, as well as looking into how marketing towards men is developing.
AXA Healthcare – Interviewing
Whilst freelancing for Havas KX Productions, I researched, wrote questions and interviewed contributors on camera for a series of AXA videos promoting the company’s funding of new innovations in healthcare. The topics I discussed varied from mental health and body image to Parkinson’s Disease, requiring me to use my empathy and tact to bring out the best in the people being filmed.
Sure – Tone of Voice & Online
For the deodorant brand Sure, I developed a new tone of voice that mimicked the feeling of energetic movement through its assertive and rhythmic pace. I then implemented and localised this new style across the brand’s global online channels, including a library of articles (Move More and Sweat Facts) on the US website.
Keep The Faith – Tone of Voice & Online
Earlier this year I devised the tone of voice and wrote the digital SEO copy for Keep The Faith London, a microfibre towel start-up. The voice I created is personal, playful and straightforward, mirroring the nature of the product. My work will feature across the website, including on the homepage, product description pages and ‘about’ page. The site is currently still in progress.
Boggy Made This – Own Business
In 2017, I set up my greeting card business – Boggy Made This. I completely built the brand from scratch, designing and developing the website, writing all the copy and illustrating the cards. I’ve also managed the process of getting all the designs printed and have sold at trade shows in London and Birmingham to shops across the UK. This work not only demonstrates my industriousness, but also my creativity. I am a natural at coming up with new ideas and have an eye for what works well visually, as well as linguistically.