HARRY K HUGHES COPYWRITING PORTFOLIO

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1 HARRY K HUGHES COPYWRITING PORTFOLIO I ve made it my business to truly understand the finest brands in the luxury lifestyle arena to get underneath their skin and find out what makes them tick. I believe that for both long and short term campaigns, what really matters is finding that unique vision that gets people excited a vision that is created by first understanding where a brand comes from, and where it wants to go. Only then can you write effective copy that will unearth a brand s unique selling points and key attributes. I work with expert designers, illustrators and writers to deliver a number of forwardthinking ideas that appeal to the target demographic - ideas that convey the right message every step of the way, ideas that will capture the imagination of their audience. Whether it be digital, campaign, social media, branding or in print, my expert eye and breath-taking copy writing skills will ensure your brand is represented in the most powerful way possible. Here are just a few examples: Branding Websites & Digital Experiences of Supreme Quality Quintessentially Lifestyle A Fresh New Look for an Elite Lifestyle Company From the off-set, it was very important to convey that Quintessentially Lifestyle offers its members an around-the-clock service, no matter where they are in the world. The mission was clear: attract those people who don t have much time to spare those jetsetters and HNWI s that are always on the move. The concept needed to have thoughtful design and have a sense of understated grandeur to it, whilst spelling out exactly why one should want to use the Quintessentially Lifestyle membership. Great copywriting, fluid imagery, simple typeface and minimalist UX was a must.

2 Working with designers was important in bringing the brand to life. Imagery would be aspirational and elegant. Slogans needed to be succinct and stand out from the page, taking the viewers breath away. It was important to spell out in easy-to-read English the unique selling points of the business early on. Each page was actionable (call or the concierge), while the history, expertise and reputation of the service was quickly defined by stand-out lines - emboldened for extra effect. Tone of voice was simple, refined yet conversational, drawing on the main USP s with hard-hitting promises that are the foundation of the Quintessentially success story.

3 PRINT The World of Coffee Table Premium Reads I work on hard back illustrated guides on a wide array of luxury subjects including exclusive five star hotels, perfume, collectible timepieces, iconic design and gentleman s etiquette all sold in bookshops and department stores around the world. I have also worked on sections of lifestyle magazines, including the utterly unique Quintessentially Magazine. Quintessentially Gentleman - Feature writing, sub-editing & proofing Rakish in its detail, and full of innovative and forward-thinking design and illustrations, the title has been a massive hit since its launch last year, taking the reader on a journey of some of the most significant lifestyle brand, bespoke tailors and craftsman. I worked on some of the feature pieces, including the do s and don ts of lifestyle etiquette and The Importance of a White Shirt and along with the print editor, ensured that all copy came to life on the page, whilst honing my designers-eye to lend some well-timed advice on layout and branding.

4 CAMPAIGN How to Build a Brand Image Driving sales and impacting brand awareness, I worked on a host of effective marketing campaigns for massive brands in the lifestyle arena. Each one had different ends in mind: some like Quintessentially Lifestyles Unusual Requests campaign aimed to build a brand image around core business principles such as going the extra mile and everything is possible, 24/7/365 ; others, like Quintessentially Vodka, looked to promote a new product with ground-breaking videography, animation and powerful brand slogans. Quintessentially Vodka Perfection Over Ice Here, the brand did most of the talking a captivating sleekly-designed bottle housing a premium level of vodka that would immediately appeal to the UK s elite bars and member s clubs. Our task was to create a graphic-driven site and an array of catchy adverts that would feature the matt-black bottle with slick slogans and succinct long-form copywriting.

5 The Advert read - proving especially popular in the UK and US markets. The drink itself has been especially popular to date and is currently being rolled out to the international market. DIGITAL Pushing the Creative Envelope Specialist digital web development and design is one of the most sought-after agency specialisms, and I was involved with many eye-opening projects that brought together UX UI, illustration, animation, photography and even 3D; of course, great copywriting was a fundamental part of this expert storytelling, used to enhance the user experience across the whole gambit of digital devices and channels. Quintessentially Lifestyle Luxury App redefining the meaning of whatever, whenever

6 A massive in-house project bringing our own team together with an external agency prolific in building massive development projects for mobile and tablet devices, the mobile app brought together gigabytes of user-friendly lifestyle content on an easy-touse platform. It needed to look good, to have slick UI, to work responsively and pro-actively with the user, and most importantly, to sell the Quintessentially Lifestyle experience a breath of fresh air in a loaded app market place. We did all the nitty-gritty research into most effective tone of voice on-the-go, conceived the best sub-categories for lifestyle app content (features, events, benefits, top-ten lists) and ensured the Q Lifestyle brand ethos was emphasised every step of the way.

7 FEATURE WRITING The Art of Telling the Right Story Great blogging/feature content can be used by brands to educate, inform and entertain their customers building the right sort of attention and causing behaviour that leads to further leads, sales and advocacy. I have written many highly stylistic feature stories for a wide range of luxury lifestyle titles both in digital and print many of which have ranked extremely highly in search results and have drawn customers into social media conversations that achieve massive brand awareness. Key words, fresh content, clever taglines, beautiful prose and on-the-ball social media responses all contribute to massive gains for the title in question. E.g. GRAND-HOTEL DU CAP-FERRAT: The Lost Art of Travel Writing..read more in Quintessentially Reserve 2012, available on Kindle Cloud.