Next-level creative copywriting
Words by me…
Work
I write and manage the We Are Partners Content Hub as a central resource for partners across John Lewis and Waitrose. The hub features how-to guides, creative tips, company news, and monthly inspiration to help partners develop their skills as content creators. As part of JL’s broader strategy to empower partner-led content while maintaining brand consistency, I developed foundational 101 guides and continue to produce fresh, on-brand content each month.
Legal & General’s Rebuilding Britain Index (RBI) is a quarterly research series designed to track the UK’s progress on “levelling up” across eight key foundations: housing, health, jobs, education, transport, energy, the environment, and digital access. Each report combines extensive public polling with regional data to paint a detailed picture of where investment is most needed to improve lives and reduce inequality. I worked as the lead copywriter on multiple waves of the RBI, translating complex data sets and policy insights into clear, accessible narratives. This project is a great case study on how storytelling can be used to bridge the gap between research and reaedership—making detailed, data-driven work not just understandable, but engaging and actionable.
Elevating the stories of colleagues leading change across the business, “Projecting Our Purpose” is a beautifully simple campaign that explores important ideas and initiatives happening at Lloyds Banking Group through the eyes of the people making them happen. Pitching the idea for the campaign as part of my team’s regular content stimulus sessions, my role in this campaign was to work with colleagues before, during and after their shoots to help them tell their stories in an authentic, concise and powerful way.
Terrence Higgins Trust is calling time on HIV. Did you know the UK is on track to being the first country in the world to end all new cases of HIV by 2030? As part of The Big Give 2023, I worked with two inspiring individuals to help them share their stories of living well with HIV and bring awareness to this important issue. Along with the wider campaign wrapper of “No new cases by 2030. No stigma today.”, I also helped craft the script for THT’s social video with the aim of encouraging people to donate.
The Barclays This is Me employer brand campaign centres on telling the unique and diverse stories of colleagues around the world. I had the privilege of working closely with the Barclays employer brand team, interviewing colleagues in London, Tokyo, New York, Chennai, and beyond to help them craft their stories in a way that felt authentic and right for them. Brought to life with cinematic simplicity and human-led storytelling, this project was a dream to work on– thank you to every human who invited us into your lives and homes. Your courage, resilience, joy, power, and willingness to be vulnerable have inspired us every step of the way.
Dior // “Building the Dream” // Gigi Baini // Head of Architecture
“From the beginning, the Maison has been about couture – and what is couture, but architecture for the body? In both disciplines, you have this compelling conflict between the technical and the creative; precision and beauty; structure and softness; steel and roses. Everyone here understands that we can never separate the hard realness of what we do from the soft romance – that is Dior. “
Since 2018, I have worked across Barclays for a variety of stakeholders including Barclays UK, Barclaycard, Barclays Wealth, Barclays Private Bank, and many more, creating social assets. At the moment I am working on very exciting and ambitious campaign uplifting the voices of Barclays colleagues around the world across LGBTQ+, Multicultural, Socioeconomic, Health, and other pillars.
I work with ghd on an ongoing basis, creating social campaigns, video scripts, and lots and lots of memes. The somewhat risqué F**K FLOWERS campaign was created to be disruptive on social, encouraging women to not be shy about what they really want for Valentine’s Day…
Exhibiting between 1933 and 1990, usually as Isabel Lambert, Rawsthorne’s art was a poetry of things: an emptied glass, a cut flower, a felled bird, the animal or human body, caught in ephemeral frameworks.
It all started in the 1940s with one unique vision. Monsieur Dior’s famously said, “We owe it to tradition to be disruptive.” I think this quote perfectly embodies the nuanced balance between tradition and disruption we have here at Dior.
