Copy Lead, Freddie's Flowers — CECILIA DINWOODIE

FREDDIE’S FLOWERS: COPY LEAD

B-CORP FLOWER SUBSCRIPTION SERVICE DELIVERING FRESH FLOWERS TO YOUR HOME

MY RESPONSIBILITIES INCLUDE:

All UK copy (other than social posts and paid ads) and German copy (translated by German copywriter). This includes…
- Digital: product names, product descriptions, email, SEO, CRM comms, journal posts, interviews, ad hoc
- Print: arranging guides, in-box prints & marketing, evergreen RAF comms, ad hoc
- Press releases
- Evolving website & SEO copy
- Creative concept and name for membership, RAF & loyalty schemes – for example, Freddie’s Bud Club
- Working with Chief Brand Officer to evolve brand book. Editing all contents, including: values, vision, mission statements
- Owning creative copy concepts and working with in-house designer to consolidate a different visual and verbal strategy per cycle (each cycle = 4-6 bunches per month)
- Independently: redefining the brand tone of voice, creating new brand tone of voice book with clear, consolidated tones, guidelines and copywriting examples (more details in below drop down)
- & more
- Independently evolving the brand tone of voice based on brand vision, mission, values and consumer-facing founder USP
- Creating new brand tone of voice book with five clear, consolidated tones, featuring guidelines and copywriting examples
- Creative concept and name for membership, RAF & loyalty schemes – for example, Freddie’s Bud Club
- Working with Chief Brand Officer to evolve brand book. Editing all contents, including: values, vision, mission statements
- Owning creative copy concepts and working with in-house designer to consolidate a different visual and verbal strategy per cycle (each cycle = 4-6 bunches per month)

FREDDIE’S FLOWERS: BRAND TONE OF VOICE BOOK

RESPONSIBLE FOR:

Evolving the brand tone of voice based on brand vision, mission, values, brand pillars, USPs and Freddie’s Flowers experience
Creating new brand tone of voice book, featuring: five new tones, tone of voice guidelines, dos and don’ts, copywriting examples
All written content, concepts and pages within

ALL THINGS BUTTER X FREDDIE’S FLOWERS: ARRANGING GUIDE

ABOUT:

Each Freddie’s Flowers order comes with a bespoke arranging guide with instructions on how to style your chosen bunch. Unleash your inner florist with Freddie’s tips
Below is the arranging guide for a one-off bunch created in collaboration with All Things Butter

RESPONSIBLE FOR:

All copy (except bouquet name)

FREDDIE’S FLOWERS: JUNE ‘25 ARRANGING GUIDES

ABOUT:

Each Freddie’s Flowers order comes with a bespoke arranging guide with instructions on how to style your chosen bunch. Unleash your inner florist with Freddie’s tips

JUNE ‘25 CREATIVE CONCEPT:

Each month, Freddie’s drop a new collection (of 4-6 bunches) with a different creative concept. Each concept is reflected in the collection’s product names, product descriptions and printed artworks, inspired by the pre-planned stems featuring in each bunch
The June ‘25 collection was inspired by Italian fruit markets – and the heady, sun-kissed feeling they evoke
Artworks by Holly Taylor

RESPONSIBLE FOR:

All copy, product names, product descriptions, coinciding journal posts, emails, playlists and more

FREDDIE’S FLOWERS: JULY ‘25 ARRANGING GUIDES

ABOUT:

Each Freddie’s Flowers order comes with a bespoke arranging guide with instructions on how to style your chosen bunch. Unleash your inner florist with Freddie’s tips

JULY ‘25 CREATIVE CONCEPT:

Each month, Freddie’s drop a new collection (of 4-6 bunches) with a different creative concept. Each concept is reflected in the collection’s product names, product descriptions and printed artworks, inspired by the featured pre-planned stems
The July ‘25 collection was inspired by scenes from summer getaways. Featuring stems to boost your mood and bring the sunshine in, here’s your holiday from home in sun-soaked floral form
Artworks by Aline Gaiad

RESPONSIBLE FOR:

Product names, product descriptions, creative narrative inspired by Aline Gaiad’s original artworks, coinciding journal posts, emails, playlists and more

FREDDIE’S FLOWERS: SEPTEMBER ‘25 ARRANGING GUIDES

ABOUT:

Each Freddie’s Flowers order comes with a bespoke arranging guide with instructions on how to style your chosen bunch. Unleash your inner florist with Freddie’s tips

SEPTEMBER ‘25 CREATIVE CONCEPT:

Each month, Freddie’s drop a new collection (of 4-6 bunches) with a different creative concept. Each concept is reflected in the collection’s product names, product descriptions and printed artworks, inspired by the featured pre-planned stems
The September ‘25 collection is a celebration of hunkering down and going slow at home over reading lists and autumn-inspired petals
Artworks by Katy Jakeway

RESPONSIBLE FOR: