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 one heckuva great blog.

How did I approach the project?

The UP team wanted a blog targeted towards vegan business owners. They’re a highly creative brand, so they wanted the blog to match their unique tone of voice and style. It was easy to put myself in the shoes of a vegan business owner and understand their motivations. I researched the info I needed, and injected tons of creativity to get the desired results.

What were the results?

The blog does exactly what’s needed. It targets vegan business owners and answers their pain points, showcases UP’s previous work and has a nifty call to action, resulting in plenty of leads for UP. It’s also creative and punchy, suiting the brand 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%”