About me

I run We All Need Words with Molly Mackey.

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• One of our clients is looking for good (and not corporate) freelance copywriters in the US and Germany. Can anyone recommend any? Ta!

Projects

• Royal Academy of ArtsImagine the uproar if maths teaching stopped at 14. If you never stepped into a science lab again at that age. If English lessons vanished just before GCSEs. That’s exactly what has happened to art in our schools. The government’s focus on testing core subjects means state schools have little choice but to teach the subjects they’re measured – and judged – on, at the expense of everything else. This is the background to the Royal Academy of Arts’ campaign, “Art Is a Serious Subject”. Written
• 1

  Fielden WhiskyBrand strategy and tone of voice. What's a whisky got to do with farminh? Everything. Fielden is a rye whisky that's taking on industrially-farmed grains. I moved their story away from the distillery and 'ageing' to heritage grains, regeneratibe farming and England's fields (mud and all).
• 6

  Top of the Mornin'Speciality coffee is always such a serious business: craft brown paper bags and baristas hovering over bunsen burners. Now forget all that and start over. Our tone for Top of the Mornin', YouTuber Jacksepticeye's coffee brand, is so bright it's practically neon.
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  Honest BurgersHonest Burgers are changing how they work from top to bottom, and switching over to regenerative farming. For a company that makes burgers in 40+ restaurants this is a BIG deal. We’ve been helping them explain all this to their teams, the media and their customers (all without using phrases like ‘sequestering carbon’). Pick up a free copy of the book in your local Honest with a side of rosemary salted fries.
• 7

  Pirate.comPirate.com run over 700 recording studios in the UK, Europe and the US, which anyone can hire by the hour to make music, podcast, DJ and dance. Pirate gives artists the space (and proper kit) to do their thing, so their new identity was deliberately lo-fi. We created a tone to match the stripped-back visuals but that wouldn’t jar with the stretched Arial Caps font. Words that are pared back, but not boring; in-your-face but not salesy; creative, not corporate. A tone of voice so spare, it’s styl
• Hippeas

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Work history

DirectorWe All Need Words
Feb 2010London, United KingdomFull Time

Skills

• Brand Tone
• Brand Naming
• Branding
• Brand Vision
• Brand Voice
• Brand Creative Strategy
• Brand Strategy

Awards

Writing for DesignD&AD
Shrewsbury brand.
Writing for DesignD&AD
Climate Group