Illustration of a flower with two blooms and one bud, similar to a peony. The image is tonal in teal. A circle overlay in pink highlights one of the leaves and sections of the flowers.

Story so far

About

Copy and brand language for big-hearted businesses

 
Sally, a creative copywriter, stands wearing a red jumper against a turquoise background. She's smiling.

Hey, I'm Sally, the creative copywriter and desk plant killer behind Lumen & Fox👋

I join the dots between strategy and selling. Whether that’s energising your business with a vibrant brand voice or breathing life into your web copy.

 

I’ve written for over 120 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.

 

My lovely clients pepper my testimonials with words like intelligent and curious, passionate and creative, and ‘oozing with writing talent’.

 

I’ve also been described as the ‘copywriter who cares’. And it’s true. I’m stoked by your success because when your business thrives, so does mine.

 
Small illustration of a single stem flower. Next to that, a small circle shows a black and white photo of a face looking down.

“Well-researched and highly illuminating work”

Friendly yet professional, well-spoken yet genuine, timely without being rushed, she created well-researched and highly illuminating work for me that was unparalleled.

Brett Stadelmann - Unsustainable Magazine

  • You know in Titanic when Jack describes Rose as ‘an indoor girl’? I relate. I was devouring Famous Fives at the age of four. But it didn’t need lashings of ginger beer to keep me hooked. I’d study the cereal packet while eating my Bran Flakes, peruse the shampoo bottle while brushing my teeth.

    Later, with dreams of becoming a journalist, I ventured outside to roam the neighbourhood scouting for stories with my reporter’s notebook. I stapled my ‘scoops’ into a monthly magazine with a subscriber list of two (thanks, Mum and Dad).

    And if you’re thinking, “Wow. Such single-minded focus to be a writer from such an early age.”

    No. Not quite.

    During what we’ll call ‘the wilderness years’, writing and I grew apart. I did a degree in Art History and French and graduated into a job as a Buyer’s Assistant in a bling-tastic British fashion retailer. I spent the next eight years learning to manage my own £1 million range, eventually becoming the cardigan overlord for a big online brand.

    Those years taught me next-level customer focus. Everything was about how to get our customers to swap cash for cardis. I learnt how to get into her mindset and woman-whisper it with knits, a skill I still use every day. Though with fewer cardigans.

    And the words? They were there. They popped up when I wrote presentations for the board of directors. Or when I broke bad news to our bosses and suppliers. My email signature said Buyer, but on my team, I was already the unofficial word nerd.

    Slowly, it dawned on me that I was better at spinning yarns than selling them. I retrained. Now, I’m over six years into helping folk find their way with words. I still use reporter’s notebooks.

    I’ve even written copy for the back of a shampoo bottle.

 

How I work

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

 

Tell a bloody good story

Everybody loves a good story. Getting to the heart of your story involves getting creative. Mixing pencils with paints, starting at the end, shaking the tree to harvest what’s uniquely yours and share it with the people that matter.

 

Keep it real

There’s no reason why your written words and real-life presence shouldn’t match up. The secret to that seamless link? There’s no rabbit out of a hat magic here. It’s about getting to know you and your brand, really listening to what you say and how you say it. Then bringing it all to life with words.

 

Talk about big things in a chill way

We might be talking about big ideas and mighty concepts, but the words will be our anchor back to Earth. It’s about keeping our meaning clear and our tone relatable so people can’t help but get it. Like pairing a sequin dress with your Converse. 

Communicate with purpose

Let’s make every word count. Strategic messaging is rooted in a deep understanding of the building blocks of your business. No word salad or writing for writing’s sake. This is about packing every word with as much power as we can muster.

 

Grow with joy

You’ll see lots of brand folk talk about helping you grow your business. And rightly so, it’s important. But what about the fun? I want to bring the joy back into communicating for your brand so that your growth feels effortless and effervescent.

Photo of Sally Fox Freelance Copywriter. Sally is holding a pen, writing in a book, wearing a pink jumper and smiling. The background colour is burnt orange, in an arch shape against white.. A small L&F logo is in the top left section of the image.
 
Small illustration of plant foliage stem and leaves in a burnt orange colour. Next to that, a small circle shows a black and white photo of a face looking at the camera.

“Beautifully written, engaging copy with a clear, on-brand message”

Sally wrote the web content for my furniture business, Jott Studio. She was able to transform piles of sketchy notes into beautifully written, engaging copy with a clear on-brand message. I was reassured by the process Sally uses and found her professional, friendly and great to work with. I wouldn’t think twice about using her again.

Rich Jones - Jott Studio

 

Find out what I could write for you