Work / Blog

Writing exhibition copy – Glenmorangie Single Malt Whisky

Copy for the new Visitor Centre at the Glenmorangie Distillery had to be absolutely in character for the brand, now owned by LVMH. Infusing the heritage and history with soft brand messages, the copy draws the visitor through the centre and whets their appetite for the shop. Commissioned by Wolffe Design.        … Continue reading Writing exhibition copy – Glenmorangie Single Malt Whisky

6 reasons for writing a Copy Brief

What exactly is a Copy Brief? If you’re new to writing briefs, I hope this helps explain the whys and wherefores. A Copy Brief or Creative Brief uses a Q&A format to help you clearly define and express the creative problem to be solved. Wording varies but the basic questions comprise: 1. Background. (Why are… Continue reading 6 reasons for writing a Copy Brief

Cut your copywriting costs

You can write a great brief… organise the WHAT so I just do the HOW… avoid 25% time cancellation charges… make me an offer I can’t refuse. All these will reduce your copywriting costs and even strengthen the effectiveness of your project / campaign. Write a great copy brief Are you a designer? Please make sure… Continue reading Cut your copywriting costs

Copywriting for premium brands

Over several years, I've written brand stories, web & blog copy, brochure copy and promotional copy for many high end brands. Clients include Ralph Trustees Limited (The Grove, The Athenaeum, Runnymede-on-Thames), Laing Jewellers, and distilleries such as Benromach, Ardbeg and Glenmorangie. Below, you can read about my work for Bulgari Hotel London, Turnbull & Asser Shirtmakers and Archerfield Golf & Spa.

“We Are” The Royal Conservatoire of Scotland

The WE ARE corporate brochure was a significant statement for the client, released at the time of their name change from the RSAMD to the Conservatoire. I had already worked with them as a brand language consultant to identify their key messages and the right tone of voice. My brochure copy wove these together with many… Continue reading “We Are” The Royal Conservatoire of Scotland

Trinity Laban Conservatoire of Music & Dance – Brand Story

What do you do when perception and reality do not match? And especially when that gap may be needlessly damaging your brand? You need a Brand Story. The client is always the expert but sometimes it takes an outsider to cut through the flim flam, the politics and the subjectivity to help identify and express the… Continue reading Trinity Laban Conservatoire of Music & Dance – Brand Story

CREATIVE SCOTLAND – Arts In Prison brochure copy

Can the arts help in the path to desistance from crime? These cases show that when prisoners engage with the arts (acting, writing and making art) it helps stop re-offending. Case in point is Paul Brannigan, whose life-changing acting experiences in prison led to becoming a BAFTA award-winning actor. But for most, just a small… Continue reading CREATIVE SCOTLAND – Arts In Prison brochure copy

Brochure copy for Cairngorms National Park

I wrote this beautiful 28-page brochure for the Cairngorms National Park Authority, designed by Mortonward. It was part of the CNPA’s 10 year celebrations, highlighting some achievements from the past decade. Armed with a great brief, I interviewed a range of people who live and work in the Park: Politicians including John Swinney MSP, Sarah… Continue reading Brochure copy for Cairngorms National Park

CREATIVE SCOTLAND – Scotland’s Creative Learning Plan

Scotland’s Creative Learning Plan is an important project that aims to impact on every sector of society in Scotland – not just the creative industries. As one of the project partners, Creative Scotland undertook the task of drawing together all the threads to date. I worked closely with Creative Scotland’s in-house communications and design team… Continue reading CREATIVE SCOTLAND – Scotland’s Creative Learning Plan

Prospectus RCoS

Working closely with the Royal Conservatoire of Scotland (RCoS), I wrote the copy for their 2015/16 Undergraduate and Postgraduate Prospectus. The designer at D8 and I kept in touch throughout the process to ensure the copy and design worked strongly together; it tells a visual and verbal narrative that magnetises potential applicants. The approach I… Continue reading Prospectus RCoS