WRITER & CREATIVE STRATEGIST
Stories that hold sway
for luxury, heritage and the arts
I help you tell stories with depth and personality – shaped by thoughtful strategy and brought to life through words that resonate with your audience.
WHAT
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Before the writing comes the thinking. The problem-solving stage that pulls apart a brief, translates insights, shapes the creative idea, and finds crystal-clear ways to ensure your stories align with your brand, connect with your audience, and land in the right places.
From brand playbooks and messaging frameworks to idea platforms and campaign concepts, I'll help you lay the foundations for stories that are intentional, impactful and indelible.
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Your brand has a personality, and its tone of voice is how you express it — the words you choose, the way you sound, what makes you recognisable and (dare I say it) human. And it’s important because there are plenty of brands selling what you sell. What you're like is what sets you apart, draws the right people in and keeps them coming back.
From defining your verbal identity to creating practical guidelines, I help you define your tone of voice and give your teams the confidence to use it consistently across everything you create.
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Copy, content and anything that falls under the comms umbrella are how your stories reach the world — the words your audience encounters at every touchpoint.
Whether it's omnichannel campaign development, rich content or compelling copy across all your channels, I write to help you connect with your audience and move them to act. And when existing work needs refining, I bring editing and proofreading expertise so that every word you put out there is purposeful and polished.
HOW
Stories shape everything
They're how we make sense of the world. They inform how we think, speak and see, and bind us to ideas, beliefs and one another. They have the ability to take us beyond the humdrum of our everyday and catapult us to places we long to be.
For brands, institutions and cultural centres, stories create a world their audiences want to belong to — that's what draws them in. Features and facts give credibility and reassurance, but they're not what grips people or stays with them. What moves them is the story. "We are not thinking machines that feel; we are feeling machines that think," said the revered neuroscientist Antonio R. Damasio. Emotion drives us, then we justify with reason.
But ultimately, we crave stories because stories connect us. And at a time when we're metric-obsessed, pushing for efficiency and optimising everything into submission, there's something stubbornly human about the immeasurable power (and beauty, and joy) of that connection.
WHY
Hello! I’m Victoria
I’m a London-based writer and creative strategist, and I’ve spent the past decade working across media owners, agencies, in-house and as a freelancer, uncovering the best brand stories and finding the most strategically sound, emotionally compelling ways to tell them.
I like to stay close to how culture, creativity and audiences are evolving, bringing fresh perspectives to my work through ongoing professional development — most recently completing INSIDE LVMH, Cannes Lions and City Lit programmes.
Fingers free from keyboard, I’m usually pottering around galleries and museums, slowly feasting my way through London’s best eats, rinsing my National Trust membership for all its worth and fantasising about renovating an Umbrian farmhouse. But mostly, I’m wrangling my rambunctious, sweet sunshine of a toddler and rediscovering the utter magic of children’s books.
WHO
Trusted by leading brands
Avon
Bamford
Bauer Media Outdoor (formerly Clear Channel Outdoor)
Cambridge University Museums
Casual Fitters
Estée Lauder
Harrods
Heidi Klein
ITV
Melanie Casey
Neal’s Yard Remedies
Stilorama
Swarovski
and others
WORK
Portfolio peek
kind words
GET IN TOUCH
I’d love to hear from you
If you need fresh creative thinking, the language to make your voice heard, brilliant storytelling or someone to go through your existing words with a fine-tooth comb, let’s arrange a chat.
Reach me over email or pop your details in the form on the right.