Words that worked

The Regency Guide to Seduction from Wellbeck Illustrated, part of Headline Publishing is out NOW! It's packed with modern dating dilemmas and practical advice from Lady Bennet-Down herself (aka me!) – the perfect gift for the Bridgerton-obsessed single in your life. There are lovely illustrations by Louisa Cannell too!

Buy the book

A promotional campaign to increase awareness of the incredible experiences Norwich offers, drive overnight stays, and boost website traffic. It needed to target spontaneous, adventurous pre-nesters, seeking experiences, ease of travel, shareability, and a sense of discovery.

“Sarah brings clarity, energy, and a proactive spirit that has made her a vital extension to our team.” – Daisy Hovey, Acting Head of Marketing, Norwich Business Improvement District (BID)

More please

Here's a little overview of what I've been working on, with some beautiful pictures and lovely words from my brilliant clients.

Take a look

Bean helps charities, funders, and companies of all sizes to frame, evaluate and grow their social value. As part of a rebrand, it needed an engaging new website that set it apart from competitors, clearly explained its process and services, and made it easier to shout about its credentials and achievements.

‘Sarah jumped into understanding Bean, and clearly explaining what we do – avoiding all the jargon we had got wrapped up into. The results were clear, positive, and absolutely aligned to our tone. I was delighted with the process and the work.’ – Charlotte Turner, Director, Bean Research

Take a look

A website revamp provided the perfect opportunity to refresh the copy for one of the UK’s biggest bed and mattress manufacturers. No sleeping on the job allowed!

‘Sarah really has an excellent eye for detail and is able to translate a mountain of words into a great piece of creative copywriting.’ – Sophie Thom, Digital Marketing Executive, Sleepeezee 

More please

I lucked out on this project, writing content for an SEO-friendly website that blended technical expertise with this digital solution provider’s friendly, feel-good culture. 

‘Thanks to Sarah, our website now truly reflects who we are as a company. Her ability to highlight our personality and culture has attracted more clients for us. Her copywriting skills are unmatched!’ – Lokman Musliu, CEO, Lucky Media

Take a look

With over 250 years of history, Jarrolds is a beacon of independent retail – a family-run department store in Norwich. This project was all about breathing new life into the brand, so it could better reflect the experience on offer.

I was engaged to write a brand story to inspire the visual identity. Reflecting numerous conversations with key stakeholders the story centred on Jarrolds being “the heart of Norfolk”. It incorporated the generational experiences of Jarrolds’ customers, the store’s whimsical and luxurious nature, and its community spirit.

Take a look

I’m a regular writer for Adaptavist, a leading software and solutions provider, from blogs about DevOps to white papers about agile working.

More please

A brand-new website to help this aircraft maintenance provider take flight. They wanted copy that showcased Altitude’s services and expertise, reflected its commitment to quality, and helped attract new talent.

Take a look

This campaign's goal was to promote the city as the perfect place to plant roots and build a business – from enticing businesses to relocate to attracting and retaining top talent. After supporting the brand development, I created the core written content for the campaign. Collateral included a website, a printed brochure, and exhibition system for events and conferences.

Take a look

The Armoury brought me ‘all aboard’ to script a punchy video ad promoting career opportunities in the rail industry.

Take a look

Brew wanted energetic words to bring the website for its fast-paced Decision Sprints service to life. The goal was to communicate the process quickly and clearly to attract new clients.

Take a look

From poetic product descriptions to wellness blog posts, I helped this Norfolk-inspired bodycare and fragrance brand harness the landscape through language.

Take a look

I worked with the festival and events team at the University of East Anglia to create a bold new tone of voice, matching the vibrant redesign of this legendary literary festival.

Take a look

This was an exciting opportunity to start from scratch, creating solutions-focused website content for a pioneering B2B platform and aligning it with a bold brand identity.

‘Working with Sarah is knowing that the outcomes will be brilliant. She not only has all the right words but provides a clarity in thinking that any brand or business strategist will be thankful for.’ – Erika Mizun-Moller, Head of Brand, Unite

More please

In 2017, iconic Japanese skincare, make-up, and fragrance brand Shiseido commissioned Brody Associates to create a unifying communication strategy for the entire organization – the first in its 150-year history. The three-year research and development process resulted in a restructuring of the company’s brand code and a new set of brand guidelines.

I helped to develop the guidelines’ written content over multiple stages and iterations. With a layered strategy, incorporating Japanese concepts and brand tenets, I brought clarity and cohesion across the strategic thinking and suite of tools. From use of colours and typefaces to art direction and brand voice.

Take a look

Typematic's client Laize Longue needed an easy, breezy brand voice to suit its luxurious mats. I brought a certain je ne sais quoi to the floor, injecting chilled-out charm to the brand identity and creating chic product descriptions for the website.

‘Sarah instinctively understood early on the nuances of the brand we were developing, and brought energy, enthusiasm, and a wealth of ideas to the project. Her word-smithing and level of craft was exactly what we demanded and this set the tone of voice en pointe.’ – Lindsey Kelman, Creative Director, Typematic

Take a look

The Click is an award-winning brand-led design studio. The team specialises in creating new brands and reinventing established ones. Since 2020, I have collaborated with them on a number of brilliant projects – from a bakery and a B2B platform to children’s shoes and a cathedral.

‘Sarah’s energy and passion for every project she works on is inspirational. The consideration, thought and craft in her writing is a result of her ability to research, understand and, where needed, challenge the norm. Sarah is a highly-valued extension of our team. We love working with her.’ – Bobby Burrage, Founder, The Click

Founded by Neville Brody, Brody Associates is a London-based design studio specialising in identity, typography, and creative direction across all platforms. It collaborates with the world’s biggest brands, celebrated institutions, and dynamic start-ups.

‘Brody Associates has worked with Sarah since 2018 across numerous projects. From fundamental strategy development, brand books, visual identity guidelines, to proof reading, and always keeping our copy on-point. Sarah is part of our associate family of trusted collaborators.’ – Philip Rodgers, Studio Director, Brody Associates

Take a look