Hello! My name’s Gretel (no relation to a Hansel, or gingerbread houses unfortunately) and I’ve been doing this whole writing thing for as long as I can remember. “Professionally” I've been doing it for over six years and have had the opportunity to work with some really cool clients. From Martini to the NHS, Stella McCartney to TfL, and with a body of work just as diverse and exciting. I just love words and telling stories (it’s part of the nature of having a fairytale name I reckon!) and I’ve worked on just about everything. So if you’re looking for a stand out print campaign, an unforgettable social media overhaul, memorable manifestos, websites, packaging, strap lines, tweets, or a hard hitting editorial...I’m your girl. Some of my projects are below, or check out my portfolio: www.greycreates.comLocked Pro Plan feature
Packaging and branding copy
Children’s and Women's Wear digital communications and social media.
Packaging copy for multiple whisky brands under Diageo.
Copywriting lead on a global educational piece for Martini, giving Martini Ambassadors everything they need to present to 1% and 9% trade customers, covering Martini’s extensive product offering - vermouth, bitter and sparkling wine. Each product has its own education framework comprising of key messaging, TOV, immersive education experience script/story, extensive timeline of Martini history and product history, tasting mat, botanicals map and fact cards.
Global messaging framework for FedEx, both internal and customer facing. Collateral includes brand guidelines, TOV guidelines, 60, 30 and 15 second film scripts, website copy and playbook.
Ensuring over 300 pages of the company website were consistent in messaging. Writing a narrative led set of 38, easy to read, accessible user guides for anyone using Intrafocus software.
Futerra is a change agency in London, with an aim to make sustainability so desirable it becomes normal. As part of the small copy team, I worked individually and alongside strategy, planning and design. I was responsible for taking on clients and bringing their sustainability stories and missions to life, in their respective industries and the wider world. It was my job to write narratives, editorial pieces and reports and help create exciting, eye-catching campaigns from conception to completion. As Futerra’s focus is sustainability, I worked with brands across many different industries, from fashion to food, beauty to hospitality and NGO’s to corporate foundations. My main clients included: Stella McCartney, The North Face, ECONYL®, Lancôme, Maybelline, Liquitex, Whitbread, HSH Naturally Peninsula, MSC, Driscoll’s Berries, Oumph!, The Rainforest Alliance, Climate Optimist and The C&A Foundation.
A conceptual creative working on recruitment advertising and communications campaigns for clients such as Virgin Media, Network Rail, TfL, the NHS, British Airways, The University of Bristol and more. From concept to completion I was responsible for creating powerful candidate experiences while working closely with others in the creative team. The candidate process comprised of attraction, relationship, application, assessment, onboarding and ongoing engagement. I was tasked with writing, proofing and editing copy for entire campaigns and advertisements that require longevity across a number of different roles and departments. Being able to spread my thinking across different channels was crucial, as well as fluidly changing my writing style and tone dependent on brand guidelines and reputation.
Short term Screenwriting course, resulting in an A Grade Screenwriting Diploma. Focus on feature film, writing a full 100-page minimum first draft screenplay.
2:1 BA(Hons) in Film Studies
Media Studies English Literature Psychology