https://www.lucyedge.com/blog daily 0.75 2025-06-11 https://www.lucyedge.com/blog/three-words-that-transformed-my-brand-copywriting-forever-lucy-edge monthly 0.5 2025-06-19 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1749650453352-UMHTKCFDZ4NBOSUGUID1/crystal+healing+and+buddha.jpg Brand Strategy, Voice & Messaging Insights for Purpose-Led Brands - Three Words That Changed the Way I Write Brand Copy Forever Pretty Caucasian woman at the beach smiling at camera. https://www.lucyedge.com/blog/the-heart-of-brand-storytelling-why-purpose-not-persuasion-converts-best-lucy-edge monthly 0.5 2025-06-16 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1749648412385-XH2SUDFIW8HFM613CLKG/unsplash-image-gyIRjKPXupE.jpg Brand Strategy, Voice & Messaging Insights for Purpose-Led Brands - The Heart of Brand Storytelling: Why Purpose, Not Persuasion, Converts Best Pretty Caucasian woman at the beach smiling at camera. https://www.lucyedge.com/blog/thow-to-craft-brand-messaging-that-resonates-with-humans-ranks-with-ai-lucy-edge monthly 0.5 2025-06-11 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1749649579235-H942YYBE0E48B8E0OE4Z/unsplash-image-ADjcacMLblo.jpg Brand Strategy, Voice & Messaging Insights for Purpose-Led Brands - How to Create Brand Messaging That Resonates with Humans and Ranks with AI Pretty Caucasian woman at the beach smiling at camera. https://www.lucyedge.com/blog/why-wellness-brand-sound-the-same-and-how-to-stand-out monthly 0.5 2025-06-11 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/8eccf68c-85aa-4886-916a-211596da8d30/Screenshot+2025-04-25+at+16.43.06.png Brand Strategy, Voice & Messaging Insights for Purpose-Led Brands - The Real Reason So Many Wellness Brands Sound the Same Happy smiling woman with curly hair lounging on couch. https://www.lucyedge.com/blog/whybrandsbuildplaces monthly 0.5 2025-06-11 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/172d9214-72bd-42be-b021-21257e781a22/Porotti+Welcome+to+the+Lake.png Brand Strategy, Voice & Messaging Insights for Purpose-Led Brands - Why the Best Brands Don’t Just Tell Stories - They Build Places Scenic shot of the beach with waves hitting the rocks. https://www.lucyedge.com/blog/what-i-learned-about-brand-strategy-from-wellness-and-whisky monthly 0.5 2025-06-11 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1745428305660-DL61I8OP182L474HMLNY/unsplash-image-YCW4BEhKluw.jpg Brand Strategy, Voice & Messaging Insights for Purpose-Led Brands - What I Learned About Brand Strategy from Wellness and Whisky Bright natural dining room nook with vases plates and fruits on the table. https://www.lucyedge.com/home daily 1.0 2025-06-16 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/0d2a67ac-1bf1-4994-b405-52f6a74f316b/20.jpg https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/35853225-baca-4c38-b323-113faace6696/Testimonial+-+Rachel+Entwistle.png Home “Lucy and I worked together on various areas of the brand that needed urgently addressing. These were: brand strategy, tone of voice, copywriting, sample social media posts, web landing pages and product descriptions. Lucy was an absolute pleasure to work with - professional, insightful and a whizz with on-brand copy. She looked at the whole brand, thoroughly reviewed and responded to our existing info and brief and delivered transformational copy and an incredibly clear brand strategy. I will definitely be working with her again and would highly recommend her to not just deliver copy but create the right mood and strategy to communicate your vision to your customers. We immediately found our customers quoting elements of Lucy's copy back to us regarding our designs and ethos. Just brilliant!” Rachel Entwistle, Founder Rachel Entwistle Jewellery https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/0cff51cf-2321-485f-885e-f285a13428ca/Goff+Moore.png https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/c7b1dd3e-3e59-48b4-9d76-50a0b1b8c984/Julia+Maserov.jpg https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/6b8addb3-c581-4e04-aa3c-59075a86dc83/DAVID+GREEN.png https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1641845180273-SIDI78L6PIU3QZC9XPN0/Rachel.png Home https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1641845217073-622WDALL4YQ0RVNUQ82K/Nutri.png Home https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1658057268974-2ZF770SOXGE4UZSEJ7M8/Grouse.png Home https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1658057518531-VOPS72LI2SW42TVQF26Z/5.png Home https://www.lucyedge.com/casestudies daily 0.75 2025-04-16 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/90c11b05-d382-4249-b8d0-53c640b75b3d/Nutricraft.png Case studies - RE-BRAND: RESEARCH, BRAND IDEA, MESSAGING, COPY & BLOG NutriCraft Alex O’Connor sells great quality wholefood ingredients to cafes and home-kitchen businesses. He keeps the prices low by cutting out the middleman and only selling online but he had always been vulnerable to competitive price drops and knew he needed his customers’ hearts as well as their wallets. Using my Change-Maker Method I worked with Alex to define his brand purpose. It quickly became clear that he’s not driven by profit. He sees his customers as heroes - working day and night to create the perfect chocolate bar or soap - and he wants to help them succeed. He was on first name terms with many of his customers, and they were only to happy to share their stories with me. All we had to do was share these stories - hero-worship them and their successes, creating an empowered community of customers, proud to be “NutriCrafters”. Tip: In what ways are your customers heroes? How could you hero worship them? https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/9b6b3e48-0a65-413a-8036-99b1ce4277a8/BoPo.png Case studies - RE-BRAND: NAME, BRAND IDEA, MESSAGING & WEB COPY Body Positive Works Jen and Mel needed more bums on mats. When they described their holistic wellness centre across the pond my heart leapt - it was inclusive, warm and friendly, with a mission to help everyone regardless of their shape or size. I took a deep breath and told them to change their name. “Body Image Boutique” sounded like a cosmetic surgery boutique; completely at odds with body positivity. I proposed we replace it with “Body Positive Works” – BoPoWorks for short - because it made me smile as much as Jen and Mel. Says Jen, “We love our new name and the response from our community has been amazing.” After that everything feel into place. I rewrote all the web copy and staff bios, created sample social media posts infused with a warm welcome, and came up with a tone of voice that acknowledged the importance of cake. Tip: Does your brand name spark joy? If not it’s time to Kondo-Edge your way to happiness. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/2962c4ea-802b-4b34-8482-19a23232cc91/Rachel.jpg Case studies - BRAND GUIDELINES - TARGET, BRAND PURPOSE, IDEA, VOICE, MESSAGING Rachel Entwistle Jewellery Rachel Entwistle uses her deep knowledge of cultural narratives and symbolism to create unique jewellery. But, as she explained on our first call, her disparate online communications were not helping to convey the true uniqueness of the brand. Working with Rachel using my Change-Maker Method I created a clear articulation of her brand purpose, while also defining the target audience, brand idea, brand tone of voice, and brand messaging with sample social media posts, web landing pages and product descriptions. Rachel was delighted when a customer quoted back a piece of copy word for word, saying that she felt totally connected to the storied designs and meaningful company ethos. Tip: A lovingly crafted brand document can really help clarify and crystallise your messages for you, your team, and your customer. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/4c0e3f54-51e1-4979-ad49-d6a70f9ee233/Dettol.png Case studies - RE-BRAND: RESEARCH, BRAND PURPOSE & NPD Dettol There were a lot of us in that ad agency boardroom. All of us focused on moving Dettol from the back of the cupboard, where it had sat for years, to the front. In the end it took a simple twist to turn that brand’s fortunes around. Dettol had always been associated with germ kill, but that meant it was only used when people were sick. We gave that germ kill a new purpose - a mission for health, and asked people all over the world to join us. The Dettol “Mission for Health” created a new way of thinking about cleaning - no longer drudge work, it became a way to keep children in school, and grown-ups at work. It elevated the role of the home-keeper as well as the brand, launched the hand sanitiser movement and created a whole range of household cleaners and wipes - the first line of defence in the pandemic. That was a good day at the office. Tip: Could you reframe what you or your product does to broaden the way it’s used, or the type of people who buy it? https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/fa190715-00fa-456e-bf5b-8fd2541634d9/Amber.png Case studies - SEO DRIVEN BLOG STRATEGY & COPY, EMAIL MARKETING Amber Jean Shop Amber Jean has been wearing human hair wigs since she lost her hair to alopecia at fifteen, but had never felt good about the wigs out there or the attitudes of the people who sold them. In her words, they made her “feel like shit.” Now she’s on a mission to offer the best human hair wigs and a community that brings together and supports other women on the same path. Amber asked me to create a series of blog posts to help her serve this community and bring her brand purpose to life. I used SEO research to identify the questions they were asking and wrote a series of posts that shared expert advice and ongoing support from other women on the same path. One of those women was Amber’s mum - an accredited psychotherapist, who turned out to have a complete tool kit of strategies to help cope with the stress of hair loss. Tip: Look around you - you’ll be amazed how much knowledge your team has. Share it! Especially your mum’s! https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/46f6cf53-39a9-4721-bb61-e9711f655328/FB+group.png Case studies - FACEBOOK GROUP Yoga Brand Lab Most yoga teachers don’t know how to sell themselves, and feel uncomfortable with the idea of selling. That’s why I created a simple marketing framework, aligned with yoga values, to help them grow an engaged community, and love doing it. I have recorded dozens of webinars ranging from finding your tone of voice to discovering your brand purpose, and the group now has 350 members. The best bit is the gang of super fans, who have not only used the teachings to gain confidence and attract new students, but become a community in their own right - showing up for each other on and off line, time and time again. Tip: Create a Facebook group to share your expertise, grow your community and find your super-fans. Facebook https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/cbb5ed82-bdab-44ec-a411-a77df1731325/YC.png Case studies - BRAND LAUNCH: PURPOSE, WEB COPY, BLOG, SOCIAL MEDIA YogaClicks I created YogaClicks to gather together the very best yogi makers on a sustainable and ethical platform, supported by best-in-class customer service. To be as small-scale and personal as a class at the local yoga studio and to evangelise the stories of the makers (often yoga teachers) who have been putting the wellbeing of people and the planet ahead of profit for years - long before sustainability became a Thing. I have now left the business but I am proud of the community I built (over 45,000 social media followers), the knowledge that I passed on (via an extensive blog), the yoga stories I shared, and the loyal fan base - we had over a thousand five star reviews when I left. Tip: Being small is your superpower. It enables you to be personal in a way that no big brand can ever compete with. Use your speedboat to accelerate away. Leave the big guys struggling to turn their ship around. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/3f3c7dce-e2b5-4857-94b7-3358145e2cc4/Lily.png Case studies - BRAND LAUNCH - TARGET, IDEA, TONE OF VOICE, MESSAGING Lily’s Kitchen Henrietta created Lily’s Kitchen because her dog, Lily, was sick and she nursed her back to health with proper, nutritious food. She wanted to do the same thing for cats, but she was worried - how could she introduce a cat to Lily’s Kitchen without a fight? With Lily keeping my feet warm in meetings, I felt I couldn’t fail. We worked through a number of brand platforms which had a an edgy, campaigning feel, but they never felt on-brand. In the end we bought it back to basics - returning to the original brand point of view on the world. Utopia. In Lilyland humans and all their furry companions - even cats - live in harmony, in the kitchen. Tip: You don’t always need to fight for new customers. Sometimes you just need to open the door and show them who you are. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/67930326-16bf-4d35-9399-71a93c010392/Lucy+Edge+with+her+book+Yoga+School+Dropout.png Case studies - BOOKS Yoga School Dropout Talking of purpose… Yoga School Dropout was my first book, born of corporate burnout and a quest for life’s deeper meaning in the ashrams of India. A Book of the Year for both The Times and The Independent, it received critical acclaim as one of the best yoga books on India, and as a pioneer of yoga memoir. “A hilarious search for a meaningful life turns into a joyous discovery of India.” The Times, Books of the Year “Lucy Edge, a former London ad exec, goes in search of spiritual riches (and the perfect headstand) in India. Neither boringly cynical nor stupidly gullible, she’s open minded, warm and funny; even – though she’d be the last person to claim this – rather wise.” The Independent on Sunday, Books of the Year Also on Amazon - unsigned Tip: Life is a question of balance - one part balancing in Tree Pose, one part falling out of the tree. https://www.lucyedge.com/contact daily 0.75 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/c17a4b10-fe5e-404b-8336-5a90edbc0354/Lucy+Edge+Contact+Page.jpg Contact - Hey good looking! https://www.lucyedge.com/404-error daily 0.75 2022-01-13 https://www.lucyedge.com/get-started daily 0.75 2022-06-01 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1642015082291-86FKZK2ZOPUT6LS8NYKH/Portrait+homepage.png Get Started - Let’s talk lucy@lucyedge.com 07967 757 441 12 Upper King Street Norwich, NR3 1HA https://www.lucyedge.com/about daily 0.75 2025-04-16 https://www.lucyedge.com/our-approach daily 0.75 2025-04-04 https://www.lucyedge.com/roomtorent daily 0.75 2025-06-11 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/9179ca8a-a8b2-4460-afe8-617b03bf8de0/Bedroom.jpg Spare Room to Rent https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/4b75e194-4dce-4068-a845-d0d9533ca83b/Bathroom.jpg Spare Room to Rent https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/21865bcf-fadf-4324-b2c8-1ade3483f505/House.jpg Spare Room to Rent https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/3d8aaf65-c6a2-48f9-8fc3-5c631faa7276/Kitchen.jpg Spare Room to Rent https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/e72b7d61-ac46-405a-8b28-603d2cc9c728/Maisie.jpg Spare Room to Rent https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/bd3fac54-d8f2-49d2-a9f8-743f86dd8b6d/Garden.jpg Spare Room to Rent https://www.lucyedge.com/faqs daily 0.75 2025-06-11 https://www.lucyedge.com/travel-and-hospitality-copywriting-lucy-edge daily 0.75 2025-06-11 https://www.lucyedge.com/wellness-copywriting-lucy-edge daily 0.75 2025-06-11 https://www.lucyedge.com/ethical-lifestyle-copywriting-lucy-edge daily 0.75 2025-06-11 https://www.lucyedge.com/tone-of-voice-for-purpose-led-brands-lucy-edge daily 0.75 2025-06-11 https://www.lucyedge.com/portfolio daily 0.75 2025-06-20 https://www.lucyedge.com/portfolio/copy-jackpot monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1f586c08-5a79-4228-8f8e-77dbb2b78476/2.png Portfolio - Jackpot Peanut Butter - Copy Jackpot About page/1 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/f40c00d5-a307-480a-b8af-74db954af66f/3.png Portfolio - Jackpot Peanut Butter - Copy Jackpot About page/2 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/84989d02-2933-4a2d-aa4d-ae790715ac4b/4.png Portfolio - Jackpot Peanut Butter - Copy Jackpot Tone of Voice - sample Twitter feed https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/6fe26027-9337-4b53-8394-24b40abff99c/5.png Portfolio - Jackpot Peanut Butter - Copy Jackpot Tone of Voice - sample Twitter feed https://www.lucyedge.com/portfolio/my-books monthly 0.5 2022-07-21 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/c460a508-6eae-4a7f-aec9-e1574b4ae903/Portfolio+%282500+%C3%97+1900px%29+%281%29.png Portfolio - My Books - Yoga School Dropout. Yoga School Dropout was my first book, born of corporate burnout and a quest for life’s deeper meaning in the ashrams of India. Published by Ebury (Random House), it received critical acclaim as one of the best yoga books on India, and as a pioneer of yoga memoir. “A hilarious search for a meaningful life turns into a joyous discovery of India.” The Times, Books of the Year “Lucy Edge, a former London ad exec, goes in search of spiritual riches (and the perfect headstand) in India. Neither boringly cynical nor stupidly gullible, she’s open minded, warm and funny; even – though she’d be the last person to claim this – rather wise.” The Independent on Sunday, Books of the Year https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/9261edcd-e3e8-4c8c-8e2e-7afb7c081afb/103.png Portfolio - My Books Click the image to read the first two chapters of Yoga School Dropout for free. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/afa0410f-6c43-4676-b0ba-d7a28628c4a9/104.png Portfolio - My Books - Handbag & Wellies. Published by Ebury, The Handbag & Wellies Yoga Club, AKA The Egg and Womb Race, is the story of my attempts to get pregnant in my forties. I’d just swapped London, where I felt as if I was clinging to the bottom rung on Maslow’s Hierarchy of Needs, for Norfolk – where dial-up broadband was still the norm and there were regular power cuts. I journeyed through the world of holistic health gurus, mainlining essence of She Oak, encountering a Fertility Goddess with a fascination for feet, falling under the spell of Mick the Acupuncturist’s electrical vibrations (when he isn’t suffering from sciatica), and warming the yin of my second chakra in the local village hall. This is a comedy on growing roots in the Norfolk countryside and ultimately, a celebration of yoga’s ability to move us beyond our own limiting definitions of who we are, inspiring acceptance and friendship. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/06d7b122-81c8-43f6-acf9-9d4f3501d48b/106.png Portfolio - My Books https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/012b4f54-b470-4aea-8bf8-4f7d2174a540/107.png Portfolio - My Books - Down Dog Billionaire. Down Dog Billionaire is my first novel, a homage to You’ve Got Mail, set in the world of yoga. My heroine, a branding expert, goes to work for Shine, a glossy, luxurious, tech savvy yoga brand complete with ionized air and high-tech yoga mats, and promptly falls for the granola-loving old-school yoga guy who owns the neighbourhood studio up the road, with its garlanded Ganesh and community noticeboards. Is she to be a buff-bodied, corporate girl, circling the globe for her sexy, charismatic boss, or does her heart lie closer to home, with the granola guy and her own soul-fired business? It’s a timely examination of our obsession with yoga pants and youth, with rich lists and quick fixes, celebrity and selfies, and a journey towards self-acceptance and happiness. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/63d44a5e-e6f9-4a2b-a511-b789d20ba52d/108.png Portfolio - My Books https://www.lucyedge.com/portfolio/strategy-copy-mosaic monthly 0.5 2022-11-07 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/ba946a74-d79f-4489-bb7d-13ce08fccb9f/40.png Portfolio - Mosaic Journal - Strategy, Copy Mosaic homepage copy - click the image to visit the webpage. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/cd35e7eb-322a-4ac4-9394-2b54a9ba9bfb/41.png Portfolio - Mosaic Journal - Strategy, Copy Mosaic homepage copy - click the image to visit the webpage. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/92265198-90f2-48d3-8f47-3955e1a4c4eb/42.png Portfolio - Mosaic Journal - Strategy, Copy Mosaic brand messaging copy - click the image to visit the webpage. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/8071ec63-48d7-4863-b70d-6a8c0eaf5af4/9.png Portfolio - Mosaic Journal - Strategy, Copy https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/11aba6ce-c088-4a5f-b1b3-591f33d46136/Screenshot+2022-07-16+at+16.34.22.png Portfolio - Mosaic Journal - Strategy, Copy https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/0e0ac284-b5e5-474c-a183-4d692cbd85a0/Screenshot+2022-07-16+at+16.34.05.png Portfolio - Mosaic Journal - Strategy, Copy https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/861137e1-a01a-4478-9f69-ce55baff5df4/8.png Portfolio - Mosaic Journal - Strategy, Copy https://www.lucyedge.com/portfolio/strategy-copy-dulux monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/a7ca7250-1bb5-4113-a5ca-35e4613add91/Dulux+Colours+of+the+World+Copy+by+Lucy+Edge.png https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/2692ddec-a3db-4c86-8eb2-1c51b8ef05cb/David+Walker.jpg https://www.lucyedge.com/portfolio/yoga-brand-lab-strategy-copy-content-training monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/6608d657-c7de-46ca-b3f7-002e2105ec5f/Yoga+Brand+Lab.png Portfolio - Yoga Brand Lab - Strategy, Copy, Content, Training Yoga Brand Lab: Marketing training for yoga teachers - click the image to visit the Facebook group https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/fe416fbd-0abf-4a8c-93f0-d33b786d14a3/Julie+Bickerton+yoga+teacher.png https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/51ce31aa-2aa9-42dc-ac66-67863af9463a/111.png Portfolio - Yoga Brand Lab - Strategy, Copy, Content, Training Yoga Brand Lab: The Brand Lab is a Social Learning group in order to make it easy to work though the webinars that I have been posting. Users can mark guides as complete when they've done their homework! Click the image to visit the learning content. (You will need to be a Brand Lab member.) https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/28d1d84a-6a11-4122-b8b8-4f06ce50c5a2/Vivien+row+yoga+teacher.png https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/18e82411-2898-4d53-ab72-39af232eb23e/112.png Portfolio - Yoga Brand Lab - Strategy, Copy, Content, Training 55 Ways to Attract More Yoga Students is packed with marketing ideas - click the image to download the workbook https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1e1b1625-5102-4c39-8f1d-2b938acbc53f/113.png Portfolio - Yoga Brand Lab - Strategy, Copy, Content, Training I give marketing webinars to the British Wheel of Yoga’s 5000 members. It’s my way of helping yoga teachers find the students that need them. Click the image to visit the British Wheel of Yoga website. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/620728e9-8c32-4834-a94f-0498334990bf/114.png Portfolio - Yoga Brand Lab - Strategy, Copy, Content, Training “How to Get Bums on Mats” was my most recent marketing webinar for the British Wheel of Yoga’s members. It was attended by 70 teachers live with hundreds more watching on replay. Click the image to visit the British Wheel of Yoga website. If you are a British Wheel member you can watch the webinar for free. Just log in and search “Lucy Edge”. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/b57308ae-3d74-4b38-886b-3f6b3850ec17/115.png Portfolio - Yoga Brand Lab - Strategy, Copy, Content, Training The 7 steps to get “Bums on Mats”. Click the image to visit the British Wheel of Yoga website. If you are a British Wheel member you can watch the webinar for free. Just log in and search “Lucy Edge”. https://www.lucyedge.com/portfolio/strategy-the-famous-grouse monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/3ec8d85e-cf26-47f6-9672-36df4f710ea8/Perfectly+balanced.png Portfolio - The Famous Grouse - Strategy Perfectly balanced https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/2292a025-3c5e-4022-bf6d-335c091d3875/Goes+down+smoothly.png Portfolio - The Famous Grouse - Strategy Goes down smoothly https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/42875687-6465-461e-9948-51653663c278/Mellow.png Portfolio - The Famous Grouse - Strategy Mellow https://www.lucyedge.com/portfolio/strategy-yellow-pages monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/999321ed-52f6-4fa7-bb96-96b947386075/Graham+Brown.jpg https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/9a1f3f87-6872-4c68-b22c-b6e5621370da/Make+an+entrance.png Portfolio - Yellow Pages - Strategy Yellow Pages Cleaners https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1b738db7-443f-4d53-9124-afe981c79621/Make+an+entrance+%282%29.png Portfolio - Yellow Pages - Strategy Yellow Pages French Polishers https://www.lucyedge.com/portfolio/strategy-mcdonalds monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/fe5b207f-3ccf-46a7-a47b-4f7b6f6863d9/Make+an+entrance+%284%29.png Portfolio - McDonald's - Strategy McDonald's First Day. Click image to view ad. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/3bfe0642-bfe8-4422-b74f-4ee96aa3eff5/Make+an+entrance+%285%29.png Portfolio - McDonald's - Strategy McDonald's Bad Day. Click image to view ad. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/247724ca-ad2b-469d-a776-ea2067da6600/Make+an+entrance+%287%29.png Portfolio - McDonald's - Strategy McDonald's Kids - Moon. Click image to view ad. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/61c0c97f-9b6e-439d-94eb-4ca24549c711/Make+an+entrance+%286%29.png Portfolio - McDonald's - Strategy McDonald's Kids - Cut and Run. Click image to view ad. https://www.lucyedge.com/portfolio/yogaclicks-strategy-copy-content monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/096355df-369f-408f-a708-a1d9adfc6024/68.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks homepage https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/3418ff54-fd33-4ed5-82e6-e6c1f5320bca/Videos.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks product concept, title and description https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/e6f5bf60-c0cc-414f-8596-d80215ec2137/womanwearingbracelet.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks product concept, title and description https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/66ec435d-172c-486f-beda-0686ebde1b3b/71.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks newsletters https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/8bba02c2-effc-4c0a-ac20-e96facb09b1e/72.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks newsletters https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/dd600ca2-fe5b-4f5b-869b-6fab62f86560/78.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks SEO led blog: FAQs https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/9d93f577-fc1c-43c6-a325-bf6b55a66f24/79.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks SEO led blog: Benefits of Yoga https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/f5853636-f588-4205-9913-db842113c21a/80.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks SEO led blog: Product Guides https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/9942dc00-b03f-48e8-999e-3bb9780754d9/82.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks SEO led blog: The Meaning of “Om” https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/6c2162ba-0ee6-409f-88ab-35b7b6fbdbd9/81.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks SEO led blog: The Meaning of “Namaste” https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/848bd3bd-45ba-46f6-b1b4-ea709b1b1362/YogaMeds.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks YogaMeds: 200+ clinical studies on the benefits of yoga for over 30 health conditions https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/5d81c954-6d21-4b0b-8d47-5eda6bea6ef8/Powered+by+yoga+feed.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks #PoweredbyYoga Channel: featuring all posts using the hashtag https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/2ec9b9be-af9e-4740-8bf7-4fd1aaa67fa0/Style+finder.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks Style Finder: user given yoga style suggestions based on the attributes they select https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/109fb829-3531-4ed9-b4c0-3e946a4a9f52/Style+finder+%282%29.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks Teacher, Venue and Teacher Training Finder: user given yoga professional suggestions based on the style they select https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/5b5f3207-df99-472e-889e-a330ec8b20c5/Yoga+teacher+and+venue+finder.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks Bespoke Content Management System: Teacher, venue and teachers completed questionnaire enabling them to be found by new students https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/76caa616-fce1-4432-84bf-e9dd2542c8da/Videos+%283%29.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks yoga classes, available with selected purchases https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/ae6e073d-294e-46d6-ae8c-e336a019353d/Videos+%284%29.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks yoga classes, available with selected purchases https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/fc50986a-89f3-47dd-9911-0e4eee84ca59/Breathe+eye+pillow.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks Product Design: Eye Pillows embroidered with Breathe, Peace, Love, Namaste, Gratitude https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/1fc8b14d-719f-49ca-9177-31c875830b80/Classic+Yoga+Mats+at+YogaClicks.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks Product Design: Classic yoga mats https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/8b1ae1c1-77ca-45e1-8323-2c9f0fc6bde2/YogaClicks+womens+tops.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship YogaClicks Product Design: Women’s yoga tops https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/710f81d8-3ee7-4344-847d-a3d846917070/4.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship Yoga Map stories https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/0d32d41d-4d59-4e79-b712-c5d9afa7c57a/YogaMeds.png Portfolio - YogaClicks - Strategy, Copy, Content, Entrepreneurship Yoga Meds infographic https://www.lucyedge.com/portfolio/guinness-strategy-copy monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/ab3f68d8-3227-412b-a1f7-7dd93f7fd8ff/143.png Portfolio - Guinness - Strategy, Copy In week two of Creative Comeback, run by Creative Equals, we were divided into teams, given a mentor and handed a brief. The challenge? How to create a Guinness brand experience that would double the number of drinkers, amongst a broad demographic, at any event, and build on the brand platform of optimism? https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/74db8cb3-bb85-463a-ac87-cb51d1a67c60/144.png Portfolio - Guinness - Strategy, Copy https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/a876464c-ced7-4fcf-8e46-1ecf810761bd/145.png Portfolio - Guinness - Strategy, Copy https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/125c47de-6df2-4a93-9fdf-bd2f34ac33d1/146.png Portfolio - Guinness - Strategy, Copy https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/b80b0294-706f-4b63-8cd7-45c052ef431b/147.png Portfolio - Guinness - Strategy, Copy https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/3cc7e751-1706-45b1-8f51-c4cb1c84a0fa/148.png Portfolio - Guinness - Strategy, Copy Our idea was to use events to get people to raise a glass of Guinness to the good stuff in their lives; the small but wonderful things that still give us cause to be optimistic – spending time with each other. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/91ede6f2-a87c-4b2a-bc14-f5318a01f85e/149.png Portfolio - Guinness - Strategy, Copy The campaign would be co-created with event-goers using the hashtag #tothegoodstuff. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/69a45eb2-4bcc-4fe1-a8c8-fb266e2090d6/151.png Portfolio - Guinness - Strategy, Copy The campaign would mirror the three stages of Guinness enjoyment - anticipation, enjoyment and sharing memories. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/f498e906-596c-4029-a581-1cd886548118/172.png Portfolio - Guinness - Strategy, Copy Guinness anticipation - calling out the friends who help us anticipate events in style. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/f223f534-21eb-4091-90a7-513df3c7099a/153.png Portfolio - Guinness - Strategy, Copy Guinness at the event - celebrating all the small moments that make an event so memorable. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/aa4abda6-f274-492f-8a5d-5fefd8cbd98d/155.png Portfolio - Guinness - Strategy, Copy Guinness at the event - creating shareable entertainment including “pout” competitions and pint meditations lasting 119 seconds (the time it takes to pour a Guinness). https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/05914306-8ddb-41fd-aec0-ab1bc409241f/150.png Portfolio - Guinness - Strategy, Copy Guinness at the event - an interactive Surge Screen featuring an intermittent Guinness pour. Post using the hashtag #tothegoodstuff to get an alert when a pour is happening. Event goer points their phone at the screen at the end of the pour to win a free pint. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/36fbe646-b10f-4705-b6d7-38fba1b36836/Good+stuff+Mondays.png Portfolio - Guinness - Strategy, Copy Post the event - Good stuff never ends. Guinness shares all the #goodstuff on the Monday following events, celebrating the memories with gratitude. https://www.lucyedge.com/portfolio/strategy-lilys-kitchen monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/d11fe28f-59f1-4e57-bbe3-f186a3094c45/146.png Portfolio - Lily's Kitchen - Strategy, Copy, Content Lily’s Kitchen offices https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/85d402c5-b344-4669-862e-38f66632c59e/147.png Portfolio - Lily's Kitchen - Strategy, Copy, Content https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/6ea35778-3e9b-48f9-b653-9d4a566484cb/148.png Portfolio - Lily's Kitchen - Strategy, Copy, Content https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/af836478-20c0-40f9-9fc8-adbfbf0efd20/149.png Portfolio - Lily's Kitchen - Strategy, Copy, Content https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/38e73adc-514f-4217-adf3-f3abc52d016b/151.png Portfolio - Lily's Kitchen - Strategy, Copy, Content https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/c267eaa9-b3fd-4c81-afad-7b3678fdbfdf/Screenshot+2022-07-05+at+16.30.54.png Portfolio - Lily's Kitchen - Strategy, Copy, Content https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/28559458-ad2d-45df-ac22-c0da49486b6e/Screenshot+2022-07-05+at+16.33.17.png Portfolio - Lily's Kitchen - Strategy, Copy, Content https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/67d26233-e889-4c0d-993a-3c81de12fe1a/150.png Portfolio - Lily's Kitchen - Strategy, Copy, Content https://www.lucyedge.com/portfolio/content-amber-jean-shop monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/17077062-9b6a-4b39-b770-bf6441a39232/Amber+Jean.png https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/b880167b-20e0-44a3-9c0a-d670e489dc03/Amber+Jean+Email+Marketing+Examples.png Portfolio - Amber Jean Hair & Beauty - 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Amber Jean Hair & Beauty - Copy, Content Amber Jean Shop social media example - click image to visit post on Instagram https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/3eac18e2-84c0-4a12-89ba-c2913405c7d8/Nine+products+you+need+to+know+if+you+are+losing+your+eyebrows.png Portfolio - Amber Jean Hair & Beauty - Copy, Content Amber Jean Shop blog posts - click image to view webpage https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/b27fe2dc-dafb-4607-8cb8-bddbde746ade/Amber+Jean+Blog.png Portfolio - Amber Jean Hair & Beauty - Copy, Content Amber Jean Shop blog posts - click image to view webpage https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/63066151-5555-448b-b66e-e8c54fb4675e/How+to+care+for+your+human+hair+wig+blog+post.png Portfolio - Amber Jean Hair & Beauty - Copy, Content Amber Jean Shop SEO-led blog post: How to care for your human hair wig - click image to view post. https://images.squarespace-cdn.com/content/v1/61d9c895a912a447b36b6e85/d93967e9-e35c-48f6-a39a-d184b77cca49/Restorative+hair+mask.png Portfolio - 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