Freelance copywriter – helping your brand talk sense
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...
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
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
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
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
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
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
Liz MacWhirter 
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