My role as Lead Copywriter

Brought in by the CEO of McGarryBowen to design and write a brand development presentation, I was invited by founder Will Williams to join the team and take on a broader copywriting role during the company’s rebrand.

As lead copywriter, I refreshed the website copy and created new content across all channels – from email campaigns and printed marketing materials, to app copy and visuals including the UX journey, splash screens, and a series of adapted bedtime stories drawn from ancient texts.

My brief was to capture Will’s friendly personality and passion, while grounding the brand in both ancient teachings and modern scientific thinking. I applied a lightness of touch to information-rich content, to ensure it was easy to understand, easy to navigate and - ultimately - would inspire greater sign-up to ‘a course like no other’.