Writing about sustainability, science and climate change is important to me. To date, I've written the copy for the 2018 Sustainability Report for the Carlsberg Group, brand stories and brochure copy for the James Hutton Institute, and the 'Our Voices' petition website leading up to pivotal Paris COP 21. Carlsberg - Sustainability Report 2018 To write… Continue reading Copy for sustainability & science clients
Work / Blog
Brand copy for Benromach Whisky
Stuff Creative commissioned me to write all the copy for Benromach Speyside Single Malt Whisky. I worked closely with the design team and the client to express the brand repositioning and wrote the copy for every context: new whisky bottles and packaging, website and online and offline marketing. Production has doubled at the distillery in Speyside to… Continue reading Brand copy for Benromach Whisky
Black Snow Falling
My debut novel, Black Snow Falling, was published by Scotland Street Press in 2018. Nominated for the CILIP Carnegie Medal and the Historical Association's Young Quills Award, it was Book of the Month at Scottish Book Trust. I want to reassure my copywriting clients that I'm available; income from books is modest and I still enjoy connecting… Continue reading Black Snow Falling
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
Liz MacWhirter 
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