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WARM. WITTY. STYLE WITH A SMILE.
I worked as the Senior Copywriter for Boden womenswear and menswear, leading a glorious team of talented writers and either overseeing or writing every piece of content that came out of the brand. From emails to social, press to promos, my team did it all at rapid speed with a tone of voice that made all the other clothing brands jealous.
SEASONAL CAMPAIGNS
Each season, we gave hero collections their own creative hook to flow across all our channels. Here are a couple where I had plenty of fun with the tone of voice.
THE BRIEF
September is a 'back to you' moment where Boden's customer refocuses on herself. At the same time, we're launching a very British collection and want to encourage her to shop and be braver with her dressing.
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Response: Not-Sorry Style
THE BRIEF
Usually, Boden only sell cold-weather clothes in winter to match their British climate. They're now launching a US-specific warm-weather collection in November for those states that still have great weather.
Response: The Envy Edit
WOMENSWEAR BAU
It's hard to pick from five years of examples, but here are some of my favourites.
CONTENT SERIES
'Speed dial style' is a great example of the kind of editorial content I can quickly whip up. I would do a base script for these but leave plenty of room for our in-house stylist to bring her own voice and personality.
MENSWEAR BAU
When I first got to Boden, menswear was pretty unloved. We weren't putting out much content and its own voice had never been established. I created a new tone of voice guide, ran workshops for other writers to get them up to speed and rolled it out to give menswear its own recognisable style.
We won Ad of the Day for this reactive ad, turned round in a few hours after a man lost his suitcase before an ultramarathon.
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