Helping brands find the ideas, voice and words that connect with their audience.

I'm Charlotte - an independent creative leader helping ambitious brands find their voice and turn big ideas into stories that matter, across every touchpoint.

I particularly love working at the intersection of fashion, culture and commerce, and have helped shaped brands like NEXT, Fenwick, Klarna, Pangaia and Lyst.

more about me

Great brands don’t just have something to sell, they have something to say. I help brands find that distinction - whether we’re defining an identity from the ground up, finding the big idea for a campaign, or raising the creative bar from inside the team.

  • Brand Voice

    Build a distinctive voice your whole organisation knows how to use:

    • Strategy

    • Tone of voice

    • Brand identity guidelines

    • Workshops & training

    See how I shaped NEXT's brand voice

  • Campaigns & Launches

    Turn strategy into creative ideas and words your audience will remember:

    • Creative concepts

    • Brand/product launches

    • Campaign messaging

    • Copy & storytelling

    Explore the SAISEI launch

  • Creative Leadership

    Bring senior creative thinking into your team without adding headcount:

    • Fractional leadership

    • Copy direction

    • Team development

    • Creative standards

    Experience my creative leadership at Fenwick

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.

  • 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.