Emily optimised copy and advised on a re-edit of footage for the spring wave of this urgent social media campaign, highlighting the issues faced by older people and encouraging donations to fund Age UK's vital services.

Emily spent six years creating content and managing projects in-house at Marie Curie, working across everything from the annual report to a bespoke deck of conversation starter playing cards (pictured above). She also co-founded and launched the charity’s award-winning podcast, On the Marie Curie Couch.

While at the design consultancy Big Fish, Emily created an entirely new tone of voice for the National Garden Scheme to coincide with its 90th birthday. As well as refining the language the charity used, the team gave them a whole new look and feel, with a bespoke font, illustration style and a shiny new website.

As lead writer for Yeo Valley during her time at Big Fish, Emily wrote email newsletters communicating brand messages to a database of more than 800,000 consumers. She also updated web copy, wrote engaging words to go on-pack across the product range, and put together press and trade ads for print and online.

Emily wrote the on-pack brand story for Almond Breeze, which you can find on supermarket shelves across the UK and US. Conceived alongside a senior art director, this packaging design and copy transforms a simple carton into a key piece of storytelling with the brand’s heritage and provenance at its core.

Emily worked on the naming, tone of voice, on-pack copy and brand story of this salmon brand, which launched in 2017. The brief was all about simplicity, sustainability and letting the salmon speak for itself. The team created a beautifully pared-back look and feel that was both wild and elegant at the same time.

While at Big Fish, Emily crafted regular email newsletters for quintessentially English fruit farm Belvoir, who are best known for their delicious cordials. The copy Emily wrote reflected and complemented Belvoir’s traditional yet playful tone of voice, while simultaneously driving sales.

Over the years, Emily has also worked as a copywriter for FMCG and luxury brands including: Dorset Cereals, Tyrrells crisps, Biscuiteers, Freddie’s Flowers, Charlie Bigham’s, Kallo, Riverford, Whole Earth, Fortnum & Mason, Farer watches and more.

In the magazine and website publishing world, Emily has written and edited features, news, quizzes, reports and recipes for Sainsbury’s magazine, sainsburysmagazine.co.uk, Healthy magazine, Healthy For Men magazine, Sugar magazine, Sugarscape and At Home magazine.

Emily has also worked with Mastered to develop courses for emerging fashion industry professionals. Mastered is an online platform designed to elevate creative skills across various disciplines. It empowers learners to master techniques in areas such as art direction, make-up, hair and photography.