Sarah Farley
Available

Sarah Farley

Brand copywriting | tone of voice | strategy | UXLondon, United Kingdom
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Sarah Farley
Available

Sarah Farley

Brand copywriting | tone of voice | strategy | UXLondon, United Kingdom
About me
I used to own a scuba diving school in the Caribbean but gave it up to follow the dream: being a writer. 12 years on, I’m an award-winning copy chief, helping brands to understand their audiences, figure out their tone of voice and transform their communications. I’ve helped tonnes of great clients from global behemoths to plucky startups and collaborated with some of the best writers, strategists, designers and agencies around.
Projects
  • Bringing Ordnance Survey to life for a modern audience
    Bringing Ordnance Survey to life for a modern audienceOrdnance Survey is the UK’s national mapping agency. Known primarily for their iconic printed maps, they’re also a data powerhouse, using their mapping data to plan smart cities, help the emergency services, and support over £100 billion of the economy. Because of their military and government history, they’re sometimes perceived as being a bit old-fashioned, so they wanted to dispel that myth, and encourage the right talent to join them, by showing that there’s more to them than maps. Approach
  • Scape: an app that helps students feel at home
    Scape: an app that helps students feel at homeScape is home to over 17,500 students in the UK, Ireland and Australia, providing safe, modern accommodation backed by an exceptional concierge service. They wanted to put the best of their front desks in the pockets of their students and brought in their brand agency, That Thing, who invited me to join the team and write the content for their new app. Approach Creating an app that does a few things really well. The people that sit behind Scape’s front desks have incredible relationships with t
  • Hoxton Street Monster Supplies Postal Service
    Hoxton Street Monster Supplies Postal ServiceThe Ministry of Stories wanted to get more young people writing. The solution? The Hoxton Street Monster Supplies Postal Service. For a small fee, humans of all ages can write to a vampire, yeti, werewolf, mummy, dragon, or gremlin. And a month later – with a little help from a volunteer ghostwriter – they’ll receive a personal reply. We helped the Ministry launch this ambitious inter-creature initiative by crafting six monster personas, plus a set of guidelines that enable a team of ghostwrite
  • Writing an entertaining guide to choosing a pet
    Writing an entertaining guide to choosing a petMapology Guides wanted to create an illustrated self-help guide designed to help people choose their perfect pet. The twist? The map was to be presented from the viewpoint of the animals. I worked with illustrator, Nanna Koekoek, and the Mapology Guides design team to research different pets. We considered a range of animals and types of pet ownership — from puppies and ponies to pet rocks and pet sitting — based on how easy or difficult they were to look after, their lifespan, space needed and
  • Web and brochure copy for a luxury apartment development
    Web and brochure copy for a luxury apartment developmentIntegrated branding agency, me&dave, asked me to write website and brochure copy for a luxury apartment development in London — without making it sound like every other property development in the capital. There’s not much you can say about a high-end apartment development that hasn’t been said before. So rather than focusing on the Taper Building’s features and fittings, I celebrated the local area to encourage would-be buyers to move in. I worked closely with the team at me&dave to understand
  • Content strategy and new website
    Content strategy and new websiteThe Professional Writing Academy asked me to help them refine their tone of voice, define a format for explaining each of their courses and services, and craft engaging copy designed to inspire new writers to develop skills through their range of online writing courses.  Having previously helped create and deliver their online writing courses, I had a solid understanding of their business and students, and I drew on this knowledge, together with conducting additional research, to identify key me
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Projects credited in
  • THE ILLUSTRATED MAP OF MARVELLOUS PETS
    THE ILLUSTRATED MAP OF MARVELLOUS PETSMatchmaking Pets & People How do we know which pet is right for us? And, more importantly, how do we know if we’re ready for a pet? This map is a matchmaking guide with a difference, written from the point of view of the pet. It will help you understand how much love and affection they can give, how much they may cost over their lifetime, and what they expect from you in return. All facts have been meticulously researched and checked by a vet.
  • D&AD Award-winning Hoxton Street Monster Supplies Postal Service
    D&AD Award-winning Hoxton Street Monster Supplies Postal ServiceIn caves and cupboards the world over, there are monsters – monsters who are curious about humans and would love to hear from them. Meanwhile, there are many young people who’d love to write to them. So we helped the Ministry of Stories launch the Hoxton Street Monster Supplies Postal Service. For a small fee, humans of all ages can write to a monster and receive a personal reply, with all proceeds going toward the Ministry’s creative writing workshops. We created six monster personas, plus gu
Work history
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    Brand and digital copywriterSelf
    London, United KingdomFreelance
    I help bring brands to life through their words. Tell me about you, your brand and your customers, and I’ll help you find the best words for whatever you need to say.
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    Board Member26
     - London, United KingdomFreelance
    26 (26.org.uk) is a membership group for people who love writing and words. They champion the cause of good writing in business and life through events, projects and collaborations. I've contributed to: 26 Treasures of Childhood at the V&A Museum of Childhood 26 Miles. Celebrating the London Marathon one mile at a time (26miles.org.uk) Throwaway Lines. Turning scraps into stories (throwawaylines.org) 26 Words. A collaboration with artists from Letter Exchange (26words.org.uk) 26 Designs. A collaboration with Fiera magazine during the 2014 London Design Festival (26designs.org.uk) 26 Wordstock 2015. A one day festival of words, ideas, creative fun and short, sharp workshops, held at the Free Word Centre, London
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Skills
  • Writing
  • Brand Tone
  • Content Audit
  • Storytelling
  • Content Strategy
  • Customer Communications
  • Brand Naming
  • Editing
  • Project Management
  • Content Producing
Education
    Falmouth University logo
    Falmouth University logo
    MA Professional WritingFalmouth University
     - Falmouth, United Kingdom
    I specialised in brand tone of voice and writing for business.
Awards
    D&AD logo
    D&AD logo
    Writing for Design (Tone of Voice)D&AD
    Wood Pencil in Writing for Design (Tone of Voice) for Hoxton Street Monster Supplies Postal Services
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    Wave shortlisted and in-book entryCreativepool Awards
    Hoxton Street Monster Supplies Postal Services shortlisted in the Wave category and featured in the Creativepool Annual 2019.
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