Freelance Copywriter London
Using common words to say uncommon things
You can find overviews of selected copywriting projects I’ve worked on below. For more details about a specific project or to discuss working on a project with me, please book a call.
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After I was commissioned to create the first comprehensive Tone of Voice guide for the brand, building on the newly created brand positioning, I also oversaw tone of voice for the new website. Working with a team of four writers, I also wrote web content, ads and eDM campaigns for launches including F-TYPE and F-PACE with Spark44.
“Ed writes beautiful endlessly flowing words. If I had to sum up his unique offering, it would be his chameleon-like ability to find the brand voice and write in an absolutely authentic tone. Most importantly, he always writes copy I want to read to the last full stop.”
Piggy Lines, Creative Partner, Spark 44/Jaguar
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Developed concept and wrote the script for an internal Purpose launch film and campaign that ran globally.
Also developed comms and videos for business units to sell/explain product and service offerings across the business.
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Brand Development & Tone of Voice
Lombard International offers finance solutions for UHNWIs. This is a B2B2C proposition - contact with clients is indirect, brokered through partners, so most of the communication is directed at them. (Although all materials were designed so that they work with a client audience if they should happen to see them.)
I worked on the brand development and tone of voice/verbal identity, creating detailed guidelines and a bible of compliance-approved copy that could be repurposed for different applications. This included a partner brochure (that might also be read by potential clients) along with ads and content for the website.
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Brand messaging and brand film copywriting
Working with the team at Morgan, I developed a messaging structure, expressed in a brand film script. This set the brand in context of its history and it’s forward–looking approach.
https://tinyurl.com/MorganTime
"Morgan is a traditional company with a long history, so we called on an expert from outside the company to help define our messaging in a clear and engaging way. Ed was that expert. His approach to immersing himself in Morgan was spot on. He totally understood us from the start and helped us define a structured message and a film script that had a profound effect. I look forward to working with him again."
Matt Jennings
Videographer/Media Designer, Morgan Motor Company
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Brand strategy, ToV & Website
Start-up anti-money laundering software developer. I helped them articulate their brand positioning, personality and ToV. The brand strategy guided the visual identity and the tone of voice development which I carried through into website copy – built around the central idea of ‘Intelligent Compliance”. I also worked on scripts for a series of explainer videos that appear on the website.
“We brought Ed in to help us redefine our brand position and align our messaging with the new brand. He's helped us cut through the noise and really pin down what is important to us.”
Julian Dixon, CEO
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Novo Sonic is a Munich–based sonic branding agency.
After we worked together on the BMW 6 launch commercials, founder Tom Huber invited me to work with him on his website.
I developed the positioning and copy, including detailed case studies that outlined Novo Sonic’s approach to ‘Capturing the sonic soul of your brand’.
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After working with OS on their brand and tone of voice, I worked with them to develop seasonal campaigns that ran across social media and in the press.
https://shop.ordnancesurvey.co.uk/
“We’ve been really happy with the level of thinking and support Ed has brought to the project. He has been fantastic to work with and brought great intelligence to the development of the leisure brand.”
Nic Hamilton, Senior Content Lead, Ordnance Survey
“WOW!!!!”
Feedback on guidelines from OS copywriter.
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Brand Strategy, Tone of Voice & Website
The Organic Cotton Accelerator was created retailers and NGOs including C&A Foundation, C&A, Kering Group, H&M and the Textile Exchange. Designed to promote the use of organic cotton in textiles, and develop and support the supply chain from farmer to retailer.
Working with Jim Holt/Agitprop, we built the brand positioning and values, along with tone of voice and brand identity. Executed online and in print
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Brand positioning, ToV & Copywriting
Working with the marketing director, I’ve spent over five years working on building the brand positioning and tone of voice, delivering it through every channel, from ads, video, website to brochures and social media.
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Brand positioning, TOV, concepts, copywriting and website
Five-year relationship (through Engine Group) working on integrated launch campaigns for five models, including film, web, eDM and high-end print DM. As a result, I was invited to work with a strategist from BMW to refresh the brand positioning and expression. I also wrote the entire website from scratch. My favourite line I wrote for the brand: “When a Rolls-Royce drives down the street, the world stands still.”
I later worked with digital agency Zone on a successful pitch for the Rolls-Royce global retail account. My understanding of the brand and UHNWIs helped build the social-led strategy.
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Working with Freud PR and Proud Robinson, I scripted speeches for the brand’s keynote press conference at IFA in Berlin.
Each year for the last three years I’ve written scripts for key Samsung people, including the European CMO and other senior members of the business. I’ve also written scripts for associates speaking at the conference.
I’ve also worked closely with the Samsung PR team and production team to manage multiple rounds of amends from multiple stakeholders, including Samsung HQ in Korea, product divisions and the speakers themselves.
As part of the process, I attend rehearsals and read throughs, updating scripts with the speakers and team, as well as working with the production team and autocue operator.
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Personal estate agency based in SE London.
Developed brand positioning, ToV and website copywriting
"Ed has an incredible talent for capturing a brand's voice. He took the time to understand our my personality and translated it perfectly into our website copy for the brand. The content feels authentically 'us' and we've received amazing feedback from clients since launching. I'd highly recommend Ed to anyone looking for copy that genuinely reflects their brand."
Tanya Baker – Founder & Personal Estate Agent
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Time Will Tell Films is a production company that works with luxury brands.
I was invited by the founder Amir Saeidiani to write a new website for the business, building the positioning and tone, as well as writing extensive case studies.
timewilltellfims.com
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Brand Tone of Voice development and copywriting
Developed a usable tone of voice guide for the brand, building on existing brand assets. This required a review of the brand elements (purpose positioning, vision, values etc) which I finessed to streamline the approach and make sure it told a consistent story. This was followed with development of new and refreshed copy across key elements of the website and refreshing marketing campaigns.
“I first came across Ed on LinkedIn while searching for a brand copywriter. From our very first conversation in 2023, it was clear he’d be a great influence on the creative team and the wider business. Since then, we’ve collaborated closely on developing Watchfinder’s new tone of voice, which continues to evolve month by month thanks to Ed’s dedication and insight. He’s an absolute pleasure to work with—super friendly, highly skilled, and deeply knowledgeable in all things copywriting.”
Rachelle Camp – Head of Brand & Design, Watchfinder & Co
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Brand communications, spanning model launches, brochures, social media campaigns and website copy, following on from setting Tone of Voice and CI guidelines
“Ed has a deep understanding of brands and, crucially, how they are evolving in the increasingly fragmented marketing landscape. His craft skills are a pleasure to peruse and he writes with confidence and credibility across all modern platforms. From a tweet to a tome, Ed is your man. A pleasure to work with and learn from.”
Dave Woods, Head of Copy, Keko London
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Brochure copy for Italian luxury kitchen appliances. Five year relationship, included refreshing boilerplate and brand story copy, updating environmental section and writing series/product descriptors.
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Copywriting boilerplate, website and brochure copy for Blue a leading boutique private intelligence, investigation, and risk advisory firm, working closely with the founder.
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Five years working with the brand, including global launch of BMW 6 Series concept & copy for TVC, print and web.
Copywriting eDM for various projects and newsletters, BMW Finance brochures and website, including BMWi-Series.
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CRM campaign aimed at buyers of the new Chiron.
This series of letters was sent to owners to keep them up–to–speed with progress on their car. It had to cover not only the details of when their build slot would be available but also retain their interest over this extended period. There were also reminders for their next payment was due.
Signed by the CEO or board member, I developed a tone and approach that was flexible enough to go from the magic to the logistics seamlessly, while maintaining the luxury feel of the brand.
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Cancer Research Women of Influence campaign brought together leading business women to support CR’s most promising female research fellows.
The unique collaboration was designed to help fellows achieve their potential and beat cancer sooner.
The campaign continues with fresh intakes of fellows and mentors each year.
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Brand development and ToV
After working with the to create a new short brand, ToV and messaging guide, I developed extensive examples across all social channels, including LinkedIn, to codify and demonstrate how the tone and messaging worked in each.
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Website copywriting for private helicopter & charter business.
Hello
I’m Ed Prichard, a freelance copywriter in London.
Words can be slippery. But with 30+ years’ experience as a freelance copywriter in London, I know how to pin them down and make them work harder for your brand.
I can help you with copywriting and tone of voice, as well as brand strategy. My approach is simple: No dumbing down. No talking down. Just straight-to-the-point, easy-to-understand words that open up your brand to your customers.
I’ve worked with hundreds of brands across all sorts of sectors, as a copywriter, creative director and head of verbal identity in independent and international agencies, as well as with my own clients.
And I’ve written for everyone from three-people–and-a-dog start-ups (literally) to multinationals and everything in between. I bring strong storytelling skills to your brand and big idea-driven campaigns that work across channels to deliver a real return on imagination.
You can find out more about my approach and projects I’ve worked on below. If you’d like more details or would like to discuss working together, please get in touch and book a free, no obligation call.