Bio
Writer for hire
My background is in editorial feature writing, having worked at DIVA magazine where I was Staff Writer and later Features Editor. My experience in brand writing covers everything from full editorial book and brochure writing, to developing naming and proposition narratives, through to advertising ideas and copy, retail environment and packaging. I’ve worked on everything from flat whites to flat shoes, from retirement homes to shower gels.
I have a real passion for research and can often be found at The British Library. Drawing on the expertise I gained doing a Masters in English Literature, I relish unearthing facts and truths and connecting them with brand stories.
I’m currently writing a novel and working on a collection of short stories that are rooted in my interest in biography, literary criticism and style. Originally from New Zealand, I’ve lived in the UK since 2003 - long enough to know my Ant from my Dec.
Background
Magazine journalist and fiction writer turned brand researcher, storyteller
and writer.
Expertise
- Interviews and content creation
- Brand story
- Brand guidelines
- Brand tone of voice
- Brand and property research
- House history
- Brand naming
- Place or property storytelling
- Brochures, books, web
- Internal values documents
- Editing copy and proofreading
work
Historical storytelling
The brief was to research and write the previously untold history of Wilderness House for a prestigious brand book to act as a sales tool to sell a series of million pound plus homes. My research took me from The British Library to local Kent libraries, and deep into the lives of previous owners of the property. The result was a rich timeline and coffee table book filled with fictional re-imaginings that made prospective buyers feel part of a much bigger story.
Brand advertising
Following the success of the book of Wilderness House I was commissioned to write adverts for a national Telegraph campaign, rooted in my proprietary research.
Brand advertising
I was commissioned by Smith Dawson to write vignettes of life in the Carriages development. Each one had to capture the essence of what it feels like to be home.
Brand
advertising
My brief was to make the New Forest feel like an inspiring and magical place to live. I researched the history and mythology of the area and delivered stories that captured a sense of place and local history, with a little touch of magic.
Brand storytelling
I was commissioned by ODA to research and write the origin story of Compass catering. I discovered that this global brand has its roots in the factory canteens of the Second World War. This insight and my retelling helped to fuel a new brand purpose and internal and external storytelling.
Storytelling in store
ODA commissioned me to write little stories about the Costa Coffee brand. The stories would appear on napkins and postcards so the emphasis was on cutting a long story short. They had to capture the essence of the brand in a fun and compelling way following a set tone of voice.
Brand copy and content
For ODA's client Air and Grace I crafted the brand story and researched, sourced interviewees and wrote engaging on-brand magazine and web content.
Brand copy and content
ODA created a brand about 'Mindful Movement' for Lissom. My role was to take this idea through practical web 'how to' copy and bring it alive in a series of postcards. I wrote on-brand web content and a series of mindful meditations.
Brand copy and content
I partnered with Smith Dawson on copy and content for two beautiful property developments in Hampstead. As a local I loved researching the neighbourhood's history and translating that into brochure copy. Featuring an interactive map the resulting promotional material helped bring alive the history and essence of place in a way that would connect with the audience.
Brand copy and content
A newspaper format was chosen by Smith Dawson as a means through which to demonstrate and support Ballymore’s commitment to creating an authentic neighbourhood. The Echo was a publication designed to keep people up-to-date with the latest local news. I commissioned writers and wrote content for the team, from updates on how the construction of the scheme was developing to interviews with local wild swimmers and mudlarkers as well as listings of the best restaurants nearby and features on upcoming events.
Brand copywriting
I was thrilled to be asked to work a paws-ivitively excellent project for ODA that allowed me to indulge my love of all things dog, and have a lot of fun with the copy. I worked closely with the agency to bring alive their tone of voice guidelines, crafting effective calls to action, web copy and internal documents.
Brand copywriting
ODA commissioned me to write some whimsical copy for a set of packages for Raymond Blanc at Chelsea. They had given each a flower name that chimed with the package. My brief was to bring these to life in delightful copy with accompanying facts in a way that would set the tone for the forthcoming event and drive anticipation and sign up. The copy had to sell the benefits of the packages without being overtly salesy.
Feature writing
Highlights of my time at DIVA include interviewing two of my heroes, Tori Amos and Sarah Waters.
One of my responsibilities at DIVA was to write the absurdist monthly horoscope and my column Dating Tips From Beyond The Grave. Each month’s issue brought different writing challenges, and might include researching and writing serious feature articles, interviewing a celebrity for the cover, and coming up with ideas and content covering a wide range of topics and styles.
I help agencies tell brand stories, find their voice and create creative content.
Work with me
I'm based in north London and happy to work remotely or in house with your team.
CONTACT ME to discuss a brief
edencarterwood@gmail.com