Hi, I'm Laura

I'm a freelance copywriter and brand strategist based in Christchurch, NZ.

Copy and ideas are my specialty. My skills cover the gamut from writing and art direction to developing overarching brand strategies based on research and insights. My freelance work is founded on two decades of experience that has included roles with award-winning agencies in Christchurch, Wellington and Toronto. 

Whether you need a big idea or a few sparkling words, I'm here to help.

What do I write?

I generate copy and creative ideas for all kinds of communications, including:

• Websites
• Digital marketing
• Advertising - print, TV, radio, outdoor
• Brochures
• Annual reports
• Tone of voice guidelines
• Naming and tag lines
• Packaging copy

Brand Strategy:
I’m experienced in developing comprehensive but concise brand strategies. Vision, mission, values – all that good stuff. I can work from supplied material or undertake a collaborative process to create robust and relevant strategic documents.

Brand Development:
If you’re at the very beginning of your brand journey, I can help. From creating a great name, to defining your tone of voice, to providing input into the visual identity, I ensure all the pieces come together to form an enduring brand.

Design:
Last but not least, I design. It’s not my core business but it’s something I love to do and am happy to offer if it’s the right fit.

what’s my process?

One: Listen
First up, I connect with you to understand what your objectives are, what you want to say, and who your target audience is. This could be as simple as a conversation or as involved as stakeholder workshops. Either way I’ll be seeking to identify the signature strengths of your organisation and what those mean for customers.

Two: Tailor
Good writing is adaptive. When I put pen to paper, I craft copy that takes on the right tone for your brand, resonates with your audience, and suits the intended media. My writing spans a range of styles from highly professional to friendly and fun – ultimately it’s about letting your voice shine through.

Three: Refine
The first draft you receive isn’t the finished deal. Writing (and designing) is a collaborative process. If you have feedback, I’ll take it onboard and refine my work so you walk away with creative you truly love.

Who have I written for?

I've written for clients large and small, near and far, in a wide range of sectors. Here are just a few:

Construction / Architecture
• Mike Greer Homes
• Southbase Construction
• Three Sixty Architecture

Education
• University of Canterbury
• St Margaret’s College

Financial
• Milford Asset Management
• Ohana Family Wealth Management

Retail
• Easiyo Yogurt, Bell Tea, Original Foods
• Everything Dog

Entertainment
• The Piano
• Venues Ōtautahi

Infrastructure
• Lyttelton Port of Christchurch
• Christchurch International Airport

Agricultural
• Ravensdown
• Claas Tractors
• Joma Wool

See my work

Take a look at my work page to see a selection of projects I've worked on.