About
Copy and brand language for big-hearted businesses
Hey, I'm Sally, the creative copywriter and desk plant killer behind Lumen & Foxđ
I join the dots between strategy and selling. Whether thatâs energising your business with a vibrant brand voice or breathing life into your web copy.
Iâve written for over 120 clients across a tonne of industries. My portfolio includes names you know like Dove, PG Tips and Sendinblue, as well as startups, solopreneurs and social enterprises.
My lovely clients pepper my testimonials with words like intelligent and curious, passionate and creative, and âoozing with writing talentâ.
Iâve also been described as the âcopywriter who caresâ. And itâs true. Iâm stoked by your success because when your business thrives, so does mine.
âWell-researched and highly illuminating workâ
Friendly yet professional, well-spoken yet genuine, timely without being rushed, she created well-researched and highly illuminating work for me that was unparalleled.
Brett Stadelmann - Unsustainable Magazine
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You know in Titanic when Jack describes Rose as âan indoor girlâ? I relate. I was devouring Famous Fives at the age of four. But it didnât need lashings of ginger beer to keep me hooked. Iâd study the cereal packet while eating my Bran Flakes, peruse the shampoo bottle while brushing my teeth.
Later, with dreams of becoming a journalist, I ventured outside to roam the neighbourhood scouting for stories with my reporterâs notebook. I stapled my âscoopsâ into a monthly magazine with a subscriber list of two (thanks, Mum and Dad).
And if youâre thinking, âWow. Such single-minded focus to be a writer from such an early age.â
No. Not quite.
During what weâll call âthe wilderness yearsâ, writing and I grew apart. I did a degree in Art History and French and graduated into a job as a Buyerâs Assistant in a bling-tastic British fashion retailer. I spent the next eight years learning to manage my own ÂŁ1 million range, eventually becoming the cardigan overlord for a big online brand.
Those years taught me next-level customer focus. Everything was about how to get our customers to swap cash for cardis. I learnt how to get into her mindset and woman-whisper it with knits, a skill I still use every day. Though with fewer cardigans.
And the words? They were there. They popped up when I wrote presentations for the board of directors. Or when I broke bad news to our bosses and suppliers. My email signature said Buyer, but on my team, I was already the unofficial word nerd.
Slowly, it dawned on me that I was better at spinning yarns than selling them. I retrained. Now, Iâm over six years into helping folk find their way with words. I still use reporterâs notebooks.
Iâve even written copy for the back of a shampoo bottle.
How I work
For me, cooking up copy and brand voice means nailing five things:
Tell a bloody good story
Everybody loves a good story. Getting to the heart of your story involves getting creative. Mixing pencils with paints, starting at the end, shaking the tree to harvest whatâs uniquely yours and share it with the people that matter.
Keep it real
Thereâs no reason why your written words and real-life presence shouldnât match up. The secret to that seamless link? Thereâs no rabbit out of a hat magic here. Itâs about getting to know you and your brand, really listening to what you say and how you say it. Then bringing it all to life with words.
Talk about big things in a chill way
We might be talking about big ideas and mighty concepts, but the words will be our anchor back to Earth. Itâs about keeping our meaning clear and our tone relatable so people canât help but get it. Like pairing a sequin dress with your Converse.
Communicate with purpose
Letâs make every word count. Strategic messaging is rooted in a deep understanding of the building blocks of your business. No word salad or writing for writingâs sake. This is about packing every word with as much power as we can muster.
Grow with joy
Youâll see lots of brand folk talk about helping you grow your business. And rightly so, itâs important. But what about the fun? I want to bring the joy back into communicating for your brand so that your growth feels effortless and effervescent.
âBeautifully written, engaging copy with a clear, on-brand messageâ
Sally wrote the web content for my furniture business, Jott Studio. She was able to transform piles of sketchy notes into beautifully written, engaging copy with a clear on-brand message. I was reassured by the process Sally uses and found her professional, friendly and great to work with. I wouldnât think twice about using her again.
Rich Jones - Jott Studio
Find out what I could write for you