Brand
From the guidelines that define how a brand sounds, to the scripts and campaign copy that bring it to life – here’s a selection of brand projects I've worked on.
A brand film I scripted for H&B&Me – Holland & Barrett's behaviour change health app – telling the story of what the app stands for and why it exists, with a secondary goal of driving downloads. I wrote in an inspirational tone to connect emotionally with viewers before moving them to act.
Tone of voice guidelines I created for H&B&Me. Developed in collaboration with a behavioural science specialist, I ensured evidence-based principles underpinned the guidelines, and set out clear examples as to how writers should communicate with the audience.
Building on a concept created by creative agency True Story, I wrote copy for H&B&Me's first brand campaign, centred on biological age. Launched across Meta, YouTube, Apple Search Ads, and TikTok, the campaign reached over 50,000 views in its first influencer activation alone – and drove over 100,000 unique app installs.
In-store signage copy written for Holland & Barrett's "store of the future" retail concept – introducing the H&B&Me app to shoppers and bringing the biological age proposition to life through large-format, immersive signage.