cristina azorin portfolio
TRANSCRIPT
CRIS AZORIN
COPYWRITING, EDITING & PROOFREADING
ABOUT ME
A First and foremost I love words. I love words like a magpie loves shiny things.
In fact words are my shiny thing. I'm the person who spots a typo in a
newspaper article and corrects your grammar in a text message. The person
to which “you had me at the correct use of you’re” applies. That’s right, I'm
that smitten with words that a good vocabulary is a trait I actually find
attractive in another person.
I’ve got years of experience creating content for brands, including House of
Fraser, Bhs, Marks & Spencer and Peacocks. I’ve also contributed to a variety
of event and travel guides and spent time working at Vogue Magazine and
WGSN (that's the Worth Global Style Network to you and me).
If there are two big lessons I've learnt along the way it's the importance of
having a clear message and the power words have in influencing behaviour.
Not only does understanding these two values make damn sure I deliver top
notch copy for my clients, it also makes me an all-round nice human being.
CMY CLIENTS
Struggling to get your message across? That's there I come
in. I work with clients remotely and in-house to produce
creative copy that delivers real results. From charities and
lifestyle brands to the biggest names in High Street retail.
S MY SERVICES
Whether you need to engage your target audience, or raise
awareness of your product or services, I’ll work with you to
ensure the message is clear and on-brand.
From press releases and product descriptions, to newsletters,
adverts, brochures, blogs and more. Whether you're a huge
corporate conglomerate with a multinational presence or a
small start-up looking to get off the ground.
Editorial FeaturesWebsite Rewrites
Biographies &
Profiles
Marketing emails
& Newsletters
Blog PostsProduct Descriptions
Press Releases
& Lookbooks
Revisions &
Proofreading
MY WORK
HOUSE OF FRASER
House of Fraser is one of the leading UK
Department stores with an established nationwide
and online presence as well as an emerging market
in China. They were looking for an experienced
copywriter to produce unique content for their
interiors ecommerce pages that would set them
apart from their competitors and improve their
SEO standing. Working closely with the Category
Manager and SEO Manager, I developed
informative, engaging and original copy that
adhered to the brands strict tone of voice
guidelines. What began as a two-week contract
was extended to five months, during which time I
delivered everything from landing page and banner
copy, to product descriptions and even offline copy
for the packaging of a new house brand.
MY WORK
HOUSE OF FRASER
MY WORK
HOUSE OF FRASER
MY WORK
ALEXANDRA ROSE
Alexandra Rose Charities is a registered charity
that raises funds for independent community
based causes and individuals in need. The
charity was going through a key transitional
period in its history and needed a website that
would raise awareness of its new direction
while still communicating its 100 year history.
Additionally, the charity is supported by a Royal
Patron so establishing a tone that was reflective
of this prestige, without alienating visitors to
the site, was an important requirement of the
brief. Reporting to the charity’s Vice President,
and working in tandem with design agency
TownHouse, I produced a full website rewrite
which served to inform visitors of Alexandra
Rose Charities’ new mission for the future,
while also incorporating the backstory the
charity were so keen to preserve.
MY WORK
ALEXANDRA ROSE
MY WORK
ALEXANDRA ROSE
MY WORK
SPIRIT OF FASHION
MY WORK
SPIRIT OF FASHION
Home to some of the most globally coveted names in
luxury fashion, McArthurGlen Designer Outlet Group
is the leading developer, owner and manager of
designer outlet centres in Europe. Despite having
seven such centres in the UK alone, the brand felt
they lacked awareness among both consumers and
the national media. They wanted to find a way to
engage key influencers and secure press coverage in
consumer publications. The result was the Spirit of
Fashion, a year long project in collaboration with the
Royal College of Art, to support three of its most
promising students. I project managed the
partnership, creating several press releases in the
lifespan of the project, as well as overseeing the
production of a press lookbook, from photoshoot
through to print. Additionally I created all of the copy
featured throughout the lookbook and on the
dedicated Spirit of Fashion website, as well as penning
the speech delivered by McArthurGlen’s Head of
Marketing at the launch event.
MY WORK CONT...
PEACOCKS
Peacocks were looking to significantly increase
the number of fashion lines available to
consumers through their ecommerce website
and were additionally unhappy with the tone of
their existing copy. They wanted a copywriter
with previous fashion experience who could
produce punchy, editorial style text, in a quick
turnaround, that would engage their target
audience and improve SEO. Reporting to the in-
house Product Coordinator I produced a series
of product descriptions that captured the
essence of each item while creating the credible
fashion voice the brand had felt it was lacking.
Turning around 50 descriptions per day, I was
able to reduce their backlog of images in less
than a week, helping to significantly improve
productivity at the start of a key selling period.
MY WORK CONT...
MARKS & SPENCER
Marks & Spencer is one of the UK’s most iconic
brands, with product ranges spanning fashion,
homeware and food, across multiple stores and
an online platform. They needed an experienced
communications professional to provide
assistance to the in-house team during a key
busy period. I’ve since worked with M&S on
several such occasions, providing invaluable
support and using my copywriting skills to
produce multiple press releases for the brand,
resulting in a wave of positive coverage hits and
product placement requests. I've also project
managed the production of several seasonal
look books, including attending photoshoots
and liaising with graphic designers, as well as
writing original copy that adheres to the brands
strict tone of voice guidelines.
MY WORK CONT...
BRANCH
MY WORK CONT...
GO LEARN TO
GoLearnTo.com provide activity based holidays
aimed at introducing groups and solo travellers
to new skills and experiences in luxury locations.
The brand’s success hinges on its ability to
provide informative and engaging descriptions
of its packages that illuminate the experiences
on offer and ultimately inspire consumers to
make a purchase. As well as being evocative, it’s
also imperative that the written content be
factually accurate and a true representation of
the end product. To date I’ve produced several
course descriptions for GoLearnTo.com on
subjects ranging from cookery and mixology to
beauty, health and fitness, in an engaging
editorial style that reflects GoLearnTo’s unique
brand values, while retaining an underlying
emphasis on call-to-action.
Branch is a design and branding agency with
studios based in London and Seattle. The two
offices work with some of the biggest consumer
names across retail, entertainment and sport,
helping to devise and implement campaigns for
clients including Uniqlo, m&m’s and Bafta.
Working both in-house and remotely, I’ve
collaborated with Branch on several projects,
from print adverts for Swiss banking firm
Banque Baring Brothers Sturdza, to exhibition
materials for Pulse, and marketing collateral for
dim sum chain Ping Pong. I’ve additionally
advised Branch on their own external
communications, helping them to develop
several targeted emailers with a view to
attracting new business. I continue to work with
them on an on-going basis, as and when a
copywriter is required.
MY WORK CONT...
LIZ GOODCHILD
MY WORK CONT...
JUST SO
Liz Goodchild is a qualified life coach who is
passionate about helping her clients discover
what they want out of life and how to go about
achieving it. Liz had an idea to expand her
business but was struggling to find the right
words. She wanted to dispel the preconceptions
about life coaching and demonstrate that it’s a
legitimate service with a rightful place in modern
society. She tasked me with creating a series of
template emails she could use to approach her
target business sectors. I created multiple
communications, each one tailored to her
business proposition, and written in a tone of
voice that was appropriately pitched for the
target recipient. Not only did Liz love the emails
so much she requested no changes, she has since
also updated her website using the copy.
JUST SO is a creative agency offering expertise
in the fields of event planning, retail theatre and
window dressing for the retail sector. They
work with a number of high-end clients and felt
their existing website copy was neither
aspirational enough, nor fully representative of
their scope of services. They wanted fresh copy
that would resonate within the luxury market
and elevate their business above the
competition. I worked with JUST SO to
establish a tone of voice that conveyed their
extensive industry expertise and would instil
trust in their target audience. I also helped them
to clearly define their services through a simple
landing page text and a series of dedicated
content pages, designed to leave prospective
clients in no doubt as to JUST SO’s offer.
CCONTACT ME
www.crisazorin.com
For information on rates and
availability get in touch.