harry k hughes copywriting portfolio · 2018-08-05 · ux ui, illustration, animation, photography...
TRANSCRIPT
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 forward-
thinking 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.
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 email 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.
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 lay-
out and branding.
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.
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’
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-to-
use 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.
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.