Hi there. I’m a creative copywriter and trauma-informed content designer.
Welcome to my portfolio. If you have questions about any of my projects, or you’d like to work together, it would be lovely to hear from you. So go ahead, send me a message.
Cheers, Zoë (they/she)
Content Design Projects
I enjoy finding simplicity within complexity, being led by research, bringing a trauma-informed approach to content creation, and prototyping with accessibility and SEO in mind. For me, success means meeting user needs while exceeding business goals.
My NCS
Booking platform redesign
Media: Website
Skills: Accessibility | Content Development | Figma Prototyping | Journey mapping | Research | SEO | Strategic thinking | UX writing
Starting with research, I created user stories and journeys, developed content, created prototypes, and made recommendations for future testing and iterations.
Bloom
Content development
Media: In-app content
Skills: Content Development | Content Modelling | Copywriting | User Research | UX writing
Informed by user research, I led a team in developing new content formats which successfully boosted user retention. A content modelling project improved clarity for users and created efficiencies in the production process.
Plum Village
App redesign
Media: App
Skills: Accessibility | Content modelling | Information Architecture | Figma Prototyping | User research | UX writing
This project is currently in progress. Driven by user research, I’m creating new information architecture, developing content using a trauma-informed framework, and testing and iterating.
I’ve worked in the world of advertising, art, and design for more years than I care to remember.
My job titles have ranged from Senior Copywriter and Creative Director to Speculative Designer, Head of Writing and Editor-in-Chief.
During this somewhat squiggly career, I’ve won numerous awards, including Cannes gold lions, D&AD yellow pencils and ONE show pencils.
Creative Projects
I’ve created campaigns and content for start-ups, non-profits and global giants including Emirates, Ladbrokes, Miele, MINI, Montblanc, Siemens, Virgin Games and Yakult. I’ve included a few passion projects too.
Anxiety Empire
Print magazine
Role: Founder, Creative Director & Editor-in-Chief
Media: Print, Social
Skills: Copywriting | Creative strategy | Editing | Project management
This print magazine explores how systems of society impact mental health. I’m responsible for crafting the narrative of each issue, selecting and briefing contributors, editing, organising photoshoots, creating social assets, and setting the overall look and feel of the magazine.
Ladbrokes
Advertising campaign
Role: Senior Creative Copywriter
Media: TV, Print, Radio, Online
Skills: Copywriting | Creative strategy
This campaign for Ladbrokes was based on a simple truth that footie fans want to talk about football. The campaign doubled the brand’s advertising ROI and saw Ladbrokes become the most recognised betting brand of the year.
Montblanc
Social campaign
Role: Creative Director
Media: Social
Skills: Copywriting | Creative Strategy | Team Lead
The concept for this campaign was inspired by a racing mindset: “To win without being truly challenged is to win without glory.” The campaign exceeded the KPI so I’d call that a win (and, in line with the concept, creating the campaign did have its fair share of challenges!)
Siemens
Internal comms
Role: Senior Copywriter
Media: Print, Ambient, Intranet
Skills: Concept | Copywriting | Naming | Tone of Voice
This project to launch the revamped Siemens HR portal included developing a set of campaign assets, running a naming project, and crafting comprehensive tone of voice guidelines.
Miele
Website
Role: Senior Creative Copywriter
Media: Website
Skills: Concept | Copywriting | Scriptwriting
The main challenge was translating technical jargon into simple language, and making decisions about what could be communicated through animations, videos or other visuals.
NCS
SEO & internal processes
Role: Copy Lead
Media: Blogs
Skills: Copywriting | SEO | User Research | Project Lead
Implementing SEO best practices at this government’s arms-length body boosted their CTR and engagement rate. I also identified various opportunities to improve and streamline internal processes.
Yakult
Print ads
Role: Copywriter
Media: Print
Skills: Copywriting
The goal was simple: Relaunch Yakult in the most yakulty way possible! These press ads were part of the campaign which won a graphite D&AD pencil.
Lab.our Ward
Exhibition literature
Role: Senior Copywriter
Media: Exhibition literature and signage
Skills: Copywriting | Project Management
The beauty of this copywriting challenge was to find the right balance between the personal stories of users and the design-led research and texts.
Speculative Design
Art exhibitions
Role: Speculative Designer
Media: Film, Print, Objects, Installations
Skills: Creative Strategy | Scriptwriting | Project Management
These projects have been exhibited around the world including in New York, London and Seoul. They aim to stimulate critical thought about how things are, how they could be, and how we want them to be.
