Sarah Farley

Brand copywriting | tone of voice | strategy | UX

London, United Kingdom
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Projects credited in

About me

I used to own a scuba diving school in the Caribbean but gave it up to follow the dream: being a writer. Ten 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.

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  • Writing
  • Brand Tone
  • Content Audit
  • Storytelling
  • Content Strategy
  • Customer Communications
  • Brand Naming
  • Editing
  • Project Management
  • Content Producing

People I’ve worked with

Companies I’ve worked with

  • Ministry of Stories / Hoxton Monster Supplies

    Ministry of Stories / Hoxton Monster Supplies

    • Education & Research
  • S


    • C

      Caravan Club

      • R

        Reef Gliders

        Work history


        Brand and digital copywriter


        Jul 2010
        • London, United Kingdom
        • Freelance
        • 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.


        Board Member


        Jun 2013 - Feb 2016
        • London, United Kingdom
        • Freelance
        • 26 ( 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 ( Throwaway Lines. Turning scraps into stories ( 26 Words. A collaboration with artists from Letter Exchange ( 26 Designs. A collaboration with Fiera magazine during the 2014 London Design Festival ( 26 Wordstock 2015. A one day festival of words, ideas, creative fun and short, sharp workshops, held at the Free Word Centre, London


        Owner and manager

        Reef Gliders

        Jun 2005 - Jan 2010
        • West End, Honduras
        • Full Time
        • I co-owned and managed a successful scuba diving centre on the island of Roatán, Honduras, transforming it from one of the smallest dive shops in town to one of the busiest and most popular. Our values, branding, website and outstanding customer service was key to our success. This included: • putting our customers front and centre in everything we did • creating a website that made us stand out from our competitors • print and digital marketing (flyers, newsletters, brochures) • advertising copy (printed media) I'm also a scuba equipment technician. (I'm not afraid to get my hands dirty and you never know when that may come in handy.)


        Regional Manager

        Caravan Club

        Jul 2003 - Jul 2005
        • East Grinstead, United Kingdom
        • Full Time
        • I managed twenty caravan sites with a total annual turnover of £1.5m. My role involved: • management of up to 80 staff (with recruitment and training as needed) • planning and managing budgets (including increasing profits) • new business development My writing roles included: • working closely with the marketing team and assisting them by writing copy to describe and promote the organisation's 200+ caravan and camping sites • researching and writing papers and presenting them to various committees and boards on topics ranging from operational issues to new business development plans



        MA Professional Writing

        Falmouth University

        Sep 2009 - Sep 2010
        • Falmouth, United Kingdom
        • I specialised in brand tone of voice and writing for business.



        Writing for Design (Tone of Voice)


        • Wood Pencil in Writing for Design (Tone of Voice) for Hoxton Street Monster Supplies Postal Services


        Wave shortlisted and in-book entry

        Creativepool Awards

        • Hoxton Street Monster Supplies Postal Services shortlisted in the Wave category and featured in the Creativepool Annual 2019.


        Writing for Design


        • Working with Dark Angels, I was a contributing writer on a project called 'From Home to Home', which was awarded a D&AD Wood Pencil for Writing for Design. You can see the work here: