I straddle the worlds of writing and strategy with a deep love for copywriting.
I’m happiest deciphering brand identities, simplifying the complex, or weaving threads into rich stories and manifestos. If there’s a story to be told, I’m telling it.
The quest starts with exploration. Far and wide. To Mars and back if necessary. 🛸 Digging out the small but mighty nuggets of creative inspiration. It continues, finding the threads that connect the dots. And it evolves with the creation of rich strategies, compelling narratives and memorable product and brand experiences.
I've worked both in-house with brands like WeTransfer and GDR Creative Intelligence, and agency side with companies like AKQA, Prophet and DDB WeTransfer, for clients like Jio, Whole Earth Foods, Mercedes-Benz and Clipper Teas.
I have a special interest in behavioural science and approach a lot of my work through this lens, focusing on stories and narratives, human behaviour and decision making.
Projects
- Creating a scaleable and flexible voice and tone for a brand with 443.2 million Indian usersI joined the team ahead of the first release of Design System Platform for internal use of Jio Developers, Designers and content creators. My work was the following: To create a responsive tone of voice that is dynamic and modular, and can evolve with the customer relationship. It also needed to adapt to the huge audience and their varying scripts, as well as maintain brand consistency. Develop and refine the brand values and their voice when speaking to customers before presenting this to
- Creative internal comms campaign for AmdocsCreating a united front across the Amdocs brand and building an internal comms framework that all employees can get behind, and transforming the internal and external brand narrative and communications. Internal Comms: Create a series of seven “Signature Moves” to help ignite the brand from within, from company newsletter, to employee onboarding, to Amdoc’s own tech summit Identify the talent, skills and experience required to scale the business Leveraging case studies to tell stories about
- How does a B Corp and tech brand engage 87 million active global users?I started working with WeTransfer in June 2022 to help them develop and launch 6 new feature pages (it turned out we built way more). Along the way, we discovered that potential users were drawn to product pages that explained how – but only if they weren’t technically savvy (it’s a long story). So we started having fun with the content architecture – creating how-to’s and product stories that captured the joys of using WeTransfer’s simple tools for creatives. We used behavioural science when d
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Work history
UX Content Designer & CopywriterWeTransfer
London, United KingdomFreelance
Working in content design & information architecture to craft the UX for marketing and feature pages for WeTransfer, as well as refining and developing the brand messaging across all company pages
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Freelancer Brand StrategistSarah Fretwell Communications
London, United Kingdom
A brand strategist and copywriter with 7+ years of experience working with brands in the health and tech spaces, as well as creative agencies.
Working both in-house and agency side means that I’ve worked at every stage of the creative process and with every kind of team. From brand and comms strategy to pitches and concept development, to UX — if there’s a narrative to be told, I’m telling it.
I have a special interest in behavioural science and approach a lot of my work through this lens, focusing on stories and narratives, human behaviour and decision making.
I understand user experience and the customer journey as well as how to perform user research, having worked across UX, and this informs my strategy work.
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Skills
- Social Media
- UX
- UX Architecture
- UX Copy
- Writing
- Brand Writing
- Marketing Branding
- Marketing Communications
- Digital UX
- Copywriting
Education
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BA English Literature LanguageLeeds University
- Leeds, United Kingdom
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