As copywriter at Pretty Pragmatic marketing agency, I led on content strategy and copywriting for this white paper. The first in a series created for our client, Lime Venue Portfolio, this white paper aims to guide event organisers on how to implement ESG - environmental, social and governance - throughout their events.

Lime Venue Portfolio specialise in connecting world-leading event venues, from The Natural History Museum to Hampton Court Palace and The National Theatre, to organisers hosting exceptional events across the UK and Ireland. In collaboration with their catering partner, Levy UK & Ireland, they are leading the way in sustainable food for events. From changing the conversation around food waste to being plant-forward and using only seasonal ingredients across their portfolio of award-winning venues, they’re making bold moves to reach Net Zero by 2030.

Throughout this project, I collaborated with an account manager and designer to effectively produce a white paper that exceeded the client’s expectations and was delivered before the deadline, in time to be launched and presented at Event Sustainability Live in November 2024.

Soil Association is a charity working to transform the way we eat, farm and care for our natural world. Innovative Farmers is a project managed by Soil Association that connects farmers with researchers to conduct on-farm trials into practices that boost on-farm resilience, sustainability and nature-friendly farming.

Celebrating 11 years of Innovative Farmers, Soil Association wanted to create a report detailing their successes, learnings and future plans for the project. I led the creation of this 12-page document - from content strategy and timeline planning to finding and managing a sought-after freelance designer who specialised in sustainability and conservation projects. I also wrote and edited a lot of the report, conducted interviews, gathered data and managed several rounds of amends between the freelance designer and different stakeholders within the charity.

In partnership with Grenada Chocolate Company - markers of the world’s first ‘tree to bar’ chocolate crafted in a solar-powered factory in the Caribbean - Fortnum & Mason set out to create a set of nearly entirely emissions-free chocolate bars.

The slates were made by a small co-operative of organic cocoa farmers. Their radical business model adds all the value of their products back into the local economy in the village of Hermitage, St Patrick’s on the island of Grenada. Each farmer is a shareholder in the company and is paid above the standard rate, with their factory workers being paid double the going rate for equivalent jobs.

As copywriter at Fortnum & Mason, I helped vision the campaign of this unique chocolate on a wild journey across land and sea to reach Fortnum’s in Piccadilly. I wrote engaging short-form content detailing the twists and turns of the chocolate’s journey.

I also interviewed Chantal Coady OBE - sustainable chocolate expert and founder of Rococo Chocolates - about the project and her work with Grenada Chocolate Company. Chantal played a key role in bringing Sailboat Chocolate to life. It was fascinating to delve deeper into the importance of producing sustainable chocolate that supports small-scale farmers and gives back to local communities.

Compass Group UK & Ireland is a global company with sub-sector brands across food, hospitality, healthcare and retail. They wanted to rebrand their employee recognition scheme to encourage more of their 55,000-strong staff to recognise their fellow employees by nominating them for a Be A Star award.

As copywriter at Pretty Pragmatic marketing agency, I led the project's copywriting (and was the solo copywriter). I collaborated with our creative lead on the first campaign concepts, which we had to pitch to the client against other agencies. We won the project and worked with the client over 5 months to develop a strong campaign centred around illuminating others’ star qualities with celebratory imagery, engaging copy and a people-centred approach. I wrote the campaign narrative, straplines, messaging and copy for a microsite, calendar, video transcript, toolkit, social media, nomination guide and print and digital materials.

Centred around the feeling of being nominated, we created a series of posters that feature real nominees from across the business and showcase their emotions with relatable straplines, with a call to action to nominate their stars.

As a copywriter at Cotswold Outdoor, I crafted uplifting, punchy copy for their range of sustainable outdoor brands, including Patagonia, Acai and Passenger. Balancing each brand’s unique tone of voice, I adapted my writing to ensure their messaging remained authentic and engaging.

From crafting short-form email copy that highlighted brands at their best to writing in-depth blogs on technical outdoor gear and sustainability initiatives, I created content that inspired people to get outdoors in a sustainable way.

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