Storytelling for purpose-driven brands.

I'm Charlotte, a Creative Director and Copywriter who helps purpose-driven brands tell stories that matter, across every touchpoint. From global fashion to fintech, I've built brand voice and content foundations for names like NEXT, Fenwick, Klarna, Pangaia and Lyst.

more about me

Relationships?

They’re all about trust.

Between needing to do more with less and an increased reliance on AI, it’s easier than ever to put human-first creative on the back burner.

But, your customers? They want human connection: a relatable mission, told in a genuine way, creating an authentic relationship that’s built on trust.

You need an expert hand to cut through the noise, build structures that work, and give you the tools you need to protect your brand against re-orgs, scale and AI.

Trust is the most valuable currency in brand.

I help you grow and protect yours.

  • Foundations

    Your values, mission and message is your starting blueprint, your North Star. These tenets should clearly communicate who you are, what you do, and why you’re different to both your customers and your employees. Through a mix of data, workshops and strategic conversations, we’ll uncover your brand DNA.

  • Identity

    Your brand identity is so much more than colours and tone of voice. Visual and verbal identity is your brand’s personality, the unique patina that watermarks your brand. Once captured, we bottle it into a living, breathing operating system that anyone in the business can use to consistently ‘be on brand’.

  • Implementation

    Theory is great but creative foundations need to work in practise. We’ll infuse your brand voice across each phase of the customer journey, joining the dots from discovery to retention, to bring consistency, create brand stickiness and bolster trust.

Brands I’ve helped

  • Bonnie Boyes, VP of Marketing - SAISEI

    We’ve had the privilege of working with Charlotte for over eight months during the launch of our women’s athleisure brand, and she has been truly instrumental in shaping our voice. She brings an exceptional ability to craft copy and really found the balance between innovation, sustainability, and premium minimalism that we needed - giving us a strong foundation and setting the team up for long-term success. I cannot recommend her highly enough.

  • Diana Bell-Heather, Copy Manager - NEXT

    Thank you again for an amazing brand and tone of voice workshop yesterday, the team left feeling inspired and excited to push our copy further. The guidelines you created for have had so much positive feedback! Many have implemented them across their department and we now have a Gemini Gem for it that has been trained to provide feedback on copy.

  • David Watson, Global Head of Design - Klarna

    It was an absolute privilege to work with Charlotte. If you’re looking for a strategic head and an editorial eye, I can’t recommend Charlotte enough.

  • Amy-Claire Short, Digital Marketing Manager - L.K. Bennett

    Charlotte is an absolute pleasure to work with. She has a creative flair that is so hard to find and she got the tone of voice and vision of the brand straight away.

  • Marion Chomse, Head of Marketing -Walking on Earth

    I don't think I've ever worked with a freelancer before where there's been no edits needed...!

  • Safia Tapal, Growth Lead - The Bakery

    It was a pleasure working with Charlotte on copy and strategy for a D2C wellness brand launch. She brought a strategic, analytical eye to all of our conversations and her writing is superb! She really nailed tone of voice and even helped us develop our own brand guidelines further. Highly recommend working with her!

  • Stephanie Bain, Senior Copywriter - LYST

    Approaching every situation with a positive attitude, Charlotte's support and guidance kept our team on track to successfully deliver objectives in a challenging time. She would be an asset to any content team in need of an adept leader.

  • JP Then, CEO - Slerp

    Charlotte has been a pivotal member of the Slerp family. As our business has evolved, Charlotte has contributed significantly to us laying down foundations for future growth across multiple functions.

  • Charlotte Heron, Content Manager - Missoma

    Charlotte was wonderful to work with. A positive attitude in an extremely fast paced environment with the ability to produce engaging content that fitted to brief and brand tone of voice.