Copywriting.
Royal Mail – Sing into Christmas campaign
For RM’s Christmas 2019 competition, we encouraged employees to post a video of themselves singing a festive hit for a chance to win daily prizes. I was one of three team members at AB Comm agency responsible for running the campaign on Twitter and Instagram, including writing social copy, briefing designers on creative assets and engaging with the participants. The results were spectacular. Sing into Christmas is shortlisted for Best Single Campaign in the Institute of Internal Communication Awards 2020.
Flour and Rose Cakes - Website content, UX writing and social
This is my small cake-making business, started in July 2020. The website showcases my work, provides a secure point of contact and shares the menu and prices. The photography does a lot of the talking, but when it comes to content, it strikes a balance between marketing delicous cakes and running a formal business – it’s descriptive without being flowery, and clear and concise when it matters. The website is designed with UX in mind, with a simple site map taking the visitor on a fuss-free journey to find out more or select and order a cake. The website is complemented by an Instagram account, where I post regular updates in a similar, chatty tone of voice, with a little humour. View the site here.
Transport for London – The Bigger Picture
In November 2019, TfL launched the world-first Direct Vision Standard, setting a new safety standard for heavy goods vehicles in the capital. HGVs are ranked 0-5 based on how much the driver can see. I pitched and helped produce an animation that would give the viewer an in-cab perspective. Working with the designer, I wrote concise and uncomplicated copy to complement the flow of visuals. The result is an easy-to-follow guide allowing readers to quickly grasp the new standard and its importance. View the full video here.