Sally Fox

Lumen & Fox | Brand copy for big-hearted businesses | Messaging, tone of voice, web copywriting Available for work

Send an email Contact details

Hi, I’m Sally. I'm a brand voice strategist and copywriter for big-hearted businesses.

I join the dots between strategy and selling. Whether that’s energising your business communication with a vibrant brand voice or giving your web copy a beating heart.

I've written for over 100 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. I'm an on-call agency writer for Stratton Craig, From Scratch and Stack Works. I've helped teams do things like

⭐Increase visits to their website
⭐Sell out of products (one even had to shut down their website temporarily because of demand)
⭐Book more discovery calls and land more paying clients
⭐Raise their rates
⭐Rank no 1 on Google
⭐Win awards and secure funding

If you're ready to bring your new business to life or give your existing one a glow-up, I'm your gal.


✏️Brand messaging
Lay the foundations for considered communication with a language toolbox for your brand.

✏️Tone of voice
Unwrap your brand’s unique personality for memorable communication and genuine connection.

✏️Web copy
Tell your story, promote your product or explain your service with creative copywriting for your website.

How I work
For me, cooking up copy and brand voice means nailing five things:

1. Tell a bloody good story

2. Create a seamless link between your written words and real-life presence

3. Talk about big ideas in a relatable way (like pairing a sequin ballgown with your Converse)

4. Communicate with purpose: pack every word with strategy for days

5. Bring the joy back into communicating for your brand so that growth feels effortless and effervescent

What my clients say:

"Sally is a delight to work with. She's taken a difficult topic and written some great content for our website. We loved working with her to develop our organisation's tone of voice and feel our website now reflects us and our organisation."
— Naomi Butters - ICENA

"Sally fairly oozes writing talent! She is easy to work with, fun and open. I happily recommend her to anyone needing the highest quality writing."
— Paul Lubitz - Holly Yashi

See more five-star reviews:

Devon / London / Spain / Europe

🖋Check out my portfolio:
✉️Email me:



+441884 218989
  • Advertisements
  • Brochures and leaflets
  • Digital and SEO copywriting
  • SaaS copywriting
  • Tone of voice
  • B2B
  • B2C
  • Beauty
  • Brand Naming
  • Business, finance and law
  • Charities
  • Consumer goods
  • Fashion
  • Science and Technology
Qualifications & Awards
Writing Under Pressure - 2022

Brand Strategy Academy - 2021

Screenwriting for Film and TV - 2021, University of Edinburgh

LinkedIn for Humans - Freelancer Magazine Marketing School

BA Hons History of Art and French - 2005 - 2009, University of Warwick
Become a member

Join ProCopywriters

Connect with peers, develop your skills and extend your reach on our blog.

Become a member
Learn online

Online workshops

Every month we get an expert, an author or a professional trainer to deliver a one-hour presentation on copywriting, marketing or digital media.

Browse events