Who is the client?

UP is a vegan design agency based in London. They’ve been in business since the 80s and their clients include vegan businesses, animal rights organisations and brilliant charities like Animal Aid, Compassion in World Farming and Save the Children. In other words, they’re amazing.

Why did they hire me?

As a vegan copywriter (going on 10 years!), I share the same values as the UP team. I understand the industry well. I also understand UP’s client base, and what motivates their customers and supporters. I can also write some punchy copy that stands out in a big event.

How did I approach the project?

The UP team wanted to network with other vegan businesses at a big vegan event in London. They decided to hire a display stand and offer free drop-in design workshops. This was a great opportunity for them to showcase their talents and passion for other people in the industry. They had their display table designed (because they’re brilliant designers - of course) but they needed some copy to stand out and introduce what they’re all about.

What were the results?

I came up with some great short creative copy to advertise their expertise, passion and creativity. As a vegan copywriter, I knew that the line ‘making the meat industry angry since 1991,’ would get them noticed and showcase their personality well.

What did the client think?

“Laurie is a writer with a lovely turn of phrase. She has written several blogs for us and, as a fellow vegan, she understands our mission and ambition. I can recommend her 100%”