Hope Lowe

Writing is a people thing.

It's about understanding who you're talking to, why they should care and what they want from you at the time they're reading.

I like to think I'm a people person. I definitely like listening, learning people's stories or about new businesses, and getting to the heart of things pretty quickly.

That's my general approach to every new brief.

I listen to your business challenge, try to understand your audience and then write compelling copy to help you connect with the people who matter and get the impact your business is looking for.



I have over 10 years' experience writing for and defining the voice of global brands, ground-breaking start-ups and everything in between.

My highlights so far have been defining the voices of Wimbledon, Lidl, Dogs Trust and Barnardo's, running creative careers sessions in schools and colleges across London and being a mentor on the D&AD Shift programme for creatives who are just starting out.

Full disclosure, I've got a soft-spot for purpose-driven organisations. And as I've started the name-dropping, here are a few extras in that realm: Comic Relief, Breast Cancer Now, Leukaemia UK, Leonard Cheshire, The Haemophilia Society and UNHCR. I love helping charities, NGOs and non-profits to reach the people who need them, and connect with the people who can support them.

In general, I'm a collaborative, creative person and I live for a challenge. And as I said, I love getting to know new people so I'm always up for joining the team in the office, studio or co-working space.


Copywriting:
Naming, taglines, narratives, manifestos, websites, ads, brochures, posters, employee handbooks, patient leaflets, annual reports... the list is endless and variety is the spice of life.

Tone of voice and verbal identity:
I worked as Brand Language Director at a brand consultancy before going freelance. This meant running brand voice projects for large-scale organisations like FTSE250 global recruitment company FDM. I can run a brand voice project from start to finish; understanding what's working and what's not, defining a new voice, creating guidelines (that people might actually want to read), and running writing workshops to train people in the voice.

Campaigns:
I create concepts for social, ATL and OOH ads. Coming up with the hook is my speciality. Things I've done that you might have seen in the wild are Wimbledon's annual ticket concepts and poster campaigns (2017, 2018, 2019), and a national brand campaign and 2x retail campaigns for Barnardo's in 2024.

Messaging frameworks:
I develop strategic messaging frameworks so that you have a bank of tailored messages ready to copy-and-paste into comms as and when you need them. They're pretty varied but here's a few different kinds to give you an idea:
• Core message frameworks. This includes things like a strapline, meta info, google search page bio, headline messaging and an 'about us' story.
• Audience-specific headline frameworks include key messages tailored to specific audience groups and aims (e.g. the general public, loyal customers, employees, investors, donors etc).
• Some are best when they’re highly specific. For example, a public health messaging framework for Breast Cancer Now (focused on breast checking).



What I've been working on recently (in the last year):

• Packaging copywriting for Beefeater Gin
• Copywriting for Virgin Media 02
• Brand voice principles for F1
• Verbal identity and writing workshops for Barnardo's
• Verbal identity and writing workshops for FDM (FTSE250 recruitment firm)
• Brand naming and verbal identity for Pivotal (sustainability start-up who've since secured Series B funding)
• Packaging copywriting for Ueshima Coffee Company (now the UK's fastest growing coffee brand)


What people who've hired me think:

"Since Hope walked through our doors seven years ago she's been a ray of sunshine and a delight to work with. She's truly been one of the finest writers we've ever had working for us."
- Pete Dewar, Founder of The Clearing (Branding Agency), 2023

"That headline is f*cking brilliant"
- Tom Kerridge, Celebrity Chef (Client for Full Time Meals with Marcus Rashford and Tom Kerridge) 2021

"What a gem to find a clear-headed and strategic writer who’s not afraid to have fun with their copy. From the very first moment, Hope dived straight into a very complex project with ease and calm, and lifted a lot of weight off my team. She’s been an especially great help with the naming and strategy side. I can just leave her with a challenge and she’ll come back prepared with not only multiple solutions to choose from but also thorough rationales of her thinking. Hope always goes above and beyond to make sure all avenues are explored and investigated, and you’re never short of options. She’s slotted into our copy team so quickly and naturally, it almost feels like she’s been with us forever and we’ve all really enjoyed working with her."
- Oeil Jumratsilpa, Head of Copy, Virgin Media 02, 2024

"In all the years I've been working, Hope is at the top of the list of people I've enjoyed working with the most. Positivity, creativity, energy. She's a joy to work with every day."
- Jonathan Hubbard, Founder of The Clearing (Branding Agency), 2023

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