Freelance copywriter – helping your brand talk sense
A hybrid long verse narrative spoken amidst an immersive, abstract filmic vision of shifting waters. Show at Hidden Door Festival 12 June 2022. An ancient Scottish Gaelic prophecy foretells a flood at the end of time. It proclaimed waters will sweep over all lands save for the sacred Isle of Iona. Words that wintered a… Continue reading Blue; a lament for the sea
Wolffe has worked closely with Laing to position the brand as Edinburgh’s premium jewellery and watch retailer. So when their 175th anniversary approached, Wolffe created an exquisite brochure for the one and only necklace made to celebrate this milestone. I worked closely with the design team to develop the creative approach. We drew together quotations… Continue reading LAING – THE 175 NECKLACE
I recently re-joined The Ardbeg Committee, while scoping out competitor activity for a new Single Malt Whisky client, The Clydeside Distillery. Two weeks later, something very familiar thumped onto my doormat. Almost word for word, it’s the same welcome pack I wrote 18 years ago. The first pack was posted in July 2000 when The… Continue reading 18 years later: enduring copy for Ardbeg Whisky
My role as copywriter involved sifting through voluminous research to create chapters that drew together the client’s themes. From this, I formed a series of textured narratives, working closely with Lewis and the client at EIF. As you can see from the screen grabs, these featured film clips (vintage and new), photographs and audio content that brought each story to life.
Read more...
FACING THE REALITY OF A CHANGING CLIMATE WITH KATHARINE HAYHOE In November 2017, I organised an event where more than 200 people gathered in Edinburgh to hear US climate scientist Katharine Hayhoe, human ecologist Alastair McIntosh and leading mediator John Sturrock QC discuss the importance of finding hope in the climate crisis. Amazingly, this event… Continue reading A sustainable future?
Mass storytelling and the power of advertising Extract from Chapter, “Mass Storytelling and the Power of Advertising”, by Liz Holt (later Liz MacWhirter) for the book, “The Bard & Co. Shakespeare’s role in modern business”. Published 2007 by Cyan. Organised by 26 and The Globe Theatre, London. Shakespeare was one of the first to take… Continue reading Shakespeare and the power of mass-storytelling in advertising
B|Panache provides luxury travel design and personal concierge services to high fliers visiting L.A on vacation. Brandon, the founder, approached me to write the website copy as a result of my copywriting for the Bulgari hotel in London and other five star destination clients. The designers were Herman and Scheer in California. Working closely with… Continue reading Luxury travel copywriting
Over the years I've written financial copy for clients ranging from the high street to hedge funds - see my full client list. The challenge for financial copywriting is to ensure the copy continues to read smoothly and persuasively throughout the extensive compliance approval process, who usually require many drafts of copy. I always try… Continue reading Financial copywriting
These gems from my portfolio won many creative awards, a few years ago now. EQUAL EXCHANGE - PACKAGING COPY Equal Exchange deserve a round of applause. They bring the world’s finest organic and fair trade products to the UK. Good Creative gave them the design solution for their packaging range of 67 products and I… Continue reading Copywriting award-winners
Before writing a word for the Royal Conservatoire of Scotland, I acted as a brand language consultant for this client. We worked closely together as I took them through a process to close the gaps between public perceptions and the reality of who they are: Workshop to clarify their market positioning and points of difference… Continue reading The Royal Conservatoire of Scotland – Brand Story
Liz MacWhirter 
You must be logged in to post a comment.