WordsonWords_CV

Lucy Crystal M: WordsonWords@mac.com T: +31 6 197 88 233
!
I
DO
WORDS
Who am I?
I’m someone who’s happiest working with words. And I love stories. I believe a good story
lives—it can transcend boundaries—but the telling different every time.
Whatever the medium, I enjoy crafting words so they work with images or design to create a
lasting impact.
How do I work?
I can concept and deliver original copy, write fresh (executional) copy for concepts that are
already in place, or edit and re-write texts.
I work client-side (directly with companies, brands and organisations), as well as agency-side
(creative, digital, design etc.).
I’m used to working remotely and on-site.
I always deliver. And I always deliver on time.
So long as I’m working with words, I’m happy.

But what kind of writer are you?
Think of me like a hard-working character actor: I change my voice to suit the role. I find
words that work.
Agency side
The client has given your big idea the green light and now you need to create that website,
write that brochure, edit that book—in short, you need content. I’m a great person to have
around at the executional stage. From creative content to functional copy, my experience
includes everything from arty initiatives to brand activations and large corporate projects. And
I like to work with other copywriters too: I’m totally happy helping to refine and check over
copy that’s almost ready to roll, or helping to make sure your client presentations are good to
go.
Client side
I can help you bring a particular marketing strategy or product to life. I relish the chance to
tell the tale that is there to be told, and i’ll tell it in the way that best suits your audience or
target market. I work directly with a number of clients, both large and small, so I'm well-versed
in managing all kinds of budgets and timelines. I'm used to handling vast amounts of material
and capable of finding out what’s really needed in order to do the best job possible. I’m also
comfortable liaising with your creative agencies to help them with the words they need.
Projects large or small - any stage
Be it the beginning, middle, or end of a project, I’m used to jumping in at short notice and
getting things done. And I’m always happy to be part of a team.
Samples
A web site is, ‘in progress’. If there's anything on the CV you'd like to see a sample of, or
know more about, please do just ask.
The same goes for references: if you'd like one, or want to hear from someone in particular,
I’ll put you in touch, or source a reference for you.

Profile
- English language copywriting, content creation and copy-editing.
- Short and snappy or in-depth and engaging, I create ‘long’ and ‘short’ copy for all kinds of media.
- Well-versed in delivering (English language) source copy that’s suitable for localisation.
- Happy working with clients directly, or cooperating with an agency.
- Strong ability to suit the words to the media, as well as the intended audience.
Media
Apps—articles/editorials—B2B communications—biographies—books (editing)—brand/ corporate
brochures—corporate internal communications—digital campaigns/banners—documentary/ film
treatments— manuals—newsletters—POS—presentations—press releases—print / poster ads—
product copy—(ready) reference content—social media campaigns / copy—speeches—subtitles—
surveys—voice over scripts—and the full gauntlet of ‘digital communications’ including content creation
and functional copy for websites / micro sites / apps.
Clients
ABN AMRO - AB InBev - Alcatel-Lucent - Apollinaris GmbH - Aquarius - Avery Dennison - Bluewater -
Bose - Chinos - Coke - Cordaid - Corona - Corona & Lime -Diesel - Dobotex International - Elsevier -
Emirates Airline - EA Sports - Forbo flooring - Heineken - Houdini Sportswear - ID&T - Jumbo
Shipping - KPMG – Levis - Lexus – Memorex - Nike - Nikon – Nokia - P&G - Pampers - Penguin
Group - Philips - Play Station - Press Now – Rabobank – Reebok - Sandwich - Scandic Hotels - Shell
- Sjövillan Skärgård – Sony Ericsson - Sunconnex - Telecom Italia - Tommy Hilfiger - WeTransfer –
World Press Photo - Yakult.
Agencies / creative shops
Ad Pepper - AKQA - AWOL - Blast Radius - Boondoogle – Design Bridge - DPDK - Godmother Films -
Kingsday - mamamess - Media Catalyst - Metrix Lab - Mountain Design – Nachtlab - Oy
Communications - Perfect Fools - Proportion - QUA – SSA – Storage - Strawberry Frog – Superheroes -
The Brand Shop - Tactiq - Wieden + Kennedy - WINK.
Words on Words
"God is in the details."
(Ludwig Miles van der Rohe)
“Words calculated to catch everyone may catch no one.”
(Adlai Stevenson, speech to the Democratic National Convention, Chicago)
“Easy reading is damn hard writing.”
(Nathaniel Hawthorne)

A special case: Nikon Europe
I’ve been working directly with Nikon Europe since 2005. That’s a long time and my role has grown
steadily over the years. Today I’m responsible for creating copy across various media for all DSLR,
Nikon 1, KeyMission, Nikon Premium Compact, and NIKKOR product lines (I do not create copy for
Sport Optics or COOLPIX) for Europe / Global usage.
Deliverables include digital and web-based product copy, digital campaign pages, press releases,
various printed brochures, select micro sites, POS and trade marketing materials, and copy for Nikon’s
e-commerce site.
That’s the short story.
If you’d like to know a little more . . .
For NIkon Europe, all the content has to be translated into 27+ language locals. Naturally, this throws up
a specific set of challenges when it comes to writing. Other challenges come from the need to work
ahead of main print and TV agencies when it comes to timelines, yet stay in line with them when it
comes to the direction being taken for any one product launch. We all work from the same marketing
brief, and the copy i provide (in the form of a Source Copy document) is used by all other agencies,
either directly for their deliverables or as inspiration.
One of the highlights of recent years was the chance to create a brochure and microsite from scratch for
the launch of Nikon 1. Typically, brochures come from the head office in Tokyo and are adapted. For
Nikon 1, the European office was allowed to create its own materials. Working from very little product
information at the time, we set the tone and created the (European) voice for Nikon’s first mirrorless
camera. In the end, the brochure was so well received that other countries around the world used it. We
continued to create Nikon 1 brochures in the years that followed, and recently that changed to a Buying
Guide that is regularly updated.
Each launch is a lot of work and as of 2012, I don’t always work alone. If needed, a senior copywriting
partner (who i recruited and worked up to speed over the period of a couple of launches) joins me, and I
work with a trusted proofreader. Final responsibility for the quality of work remains with me.
After all these years, there’s a vast number of work examples i could show you! The easiest thing to do
is to go to NIkon’s main website and surf around the DSLR / Nikon 1 / Premium Compact / KeyMission /
NIKKOR product and press release pages, or go to the ‘Download a brochure’ section’ and look at
Nikon 1 brochures or Buying Guide, or the DSLR movie brochure or Buying Guide (some other DSLR
brochures are adapted by me using text from head office, but not all). Examples of press releases or
other deliverables are available upon request (either as screen shots, downloaded files, or as scans of
printed materials)
Nikon Europe, Main site: http://www.europe-nikon.com/en_GB/ www.europe-nikon.com)

Corporate & brand: copy and editing (clients other than Nikon)
• Bose (Europe): copy— for various product launches. Content for various landing pages,
digital materials, print campaign materials , social media messaging, direct marketing emails,
product brochures, in-store (all work is ongoing / forthcoming).
• Philips Consumer Lifestyle, domestic appliances:copy /editing - consumer messaging /
landing pages, microsites (all work is ongoing / forthcoming).
• Philips Consumer Lifestyle, oral healthcare: copy /editing - consumer messaging / product
copy for Philips dental care products and domestic appliances.
• WINK / Corona & Lime: copy /editing - for various clients including Beatport record label,
INVISTA, and Corona & Lime. Work for Corona & Lime account included creating a story about
the Corona & Lime ritual, how exactly did it come to be?
• AKQA: copy for Philips healthcare client. Creating copy that speaks to dental professionals
• KINGSDAY: copy/ editing - for various clients including EXACT, Knorr, and BMW Motorbikes.
• Nachtlab: copy/ editing - for various clients including Coke, Corona Sunsets and Carpe
Noctem beer.
• Rabobank: copy - Annual Responsible Investment report: creation of executive summary and
English edit of the entire report for 2014 / 2015.
• The Brand Shop (Italian brand experience agency) copy – agency tagline and copy for
agency’s website, brochure and corporate video.
• The Brand Shop/Telecom Italia Sparkle: copy for Sparkle Videology. Text for CEO speech.
Copy/editing for ‘Sparkle’ app city guides made available to conference participants.
• ID&T: copy editing - extensive re-write of company’s ‘Celebrate Life’ sustainability and CSR
strategy documents. Large internal document with some sections used directly online
(unfortunately, not yet adapted for the online environment: http://www.id-t.com/company/our-
company/. http://www.id-t.com/company/our-company-soul/
• Sandwich: editing/ proofing of various conceptual brand books, brochures and press
releases (ongoing).
• Perfect Fools/Swarovski: copy - Mother’s day app 2012.
• Media Catalyst /Elsevier – functional web site copy for a re-launch of Elsevier’s e-commerce
store.
• Rabobank International: content strategy / copy for re-design of Rabobank.com.
• Rabobank: copy - journalistic articles for Rabobank.com. Covering a broad range of topics,
and based on interviews with senior Rabobank managers and economists (direct to client.
Examples of articles available upon request).
• Strawberry Frog / Emirates: copy - brand guidelines and print ad copy re-writes.
• Media Catalyst /World Press Photo: copy - for re-design of World Press Photo website
DPDK: voice overs - script for AB InBev internal film (Dream & Deliver), for Western
European employees.Script for Hyarchis animated motion graphics.
• AKQA / Heineken: copy – Star World Tour 2011. Campaign tag line and website copy.
• Boondoogle / Nike freezone: copy - English source copy for Nike Freezone challenge 2011.
• Boondoogle / KPMG: copy - international recruitment concept pitch.
• Superheroes: voice over copy – Yakult animation.
• Design Bridge/ Avery Dennison: copy – international sales kit and wonderwall /inspiration
website (to help target new clients).
• Boondoogle / Rabobank: copy – content creation (including homepage elevator pitches) for
branding / re-launch of Rabobank.com.
• OY Communications: copy – various job descriptions.
• WeTransfer: copy – web copy for the File Transfer Service (https://www.wetransfer.com/)
• Media Catalyst / Alcatel-Lucent: copy - campaign tag lines and naming for internal social
networking site (multinational corporation, 80,000 + employees).
• Strawberry Frog / P&G: copy – various Pampers digital campaigns, product copy, tag lines /
CTAs, and content creation. Pampers / Unicef ‘Big Kiss’ campaign (http://www.pampers.co.uk/
en_GB/bigkiss).
• Blast Radius / Nokia: copy – Nokia touch-screen kiosk (for the GSMA Mobile World Congress
09 and in-store).
• Blast Radius / Lexus: copy – online copy for Lexus RX range.
• Media Catalyst / Sony Ericsson: copy (UK sites/English source copy) - My Phone (web
and mobile sites), Support Zone (web), Fun & Downloads (web), Sony Ericsson digital brand
guidelines, banners copy for various products or services, SE at the GSMA Mobile World
Congress (web), World View (2007-8, banners, website & newsletters), PlayNowTm arena (web
and mobile sites).
• JAA Training Organisation: editing - voiceover script for corporate video.
• Sunconnex: copy - voiceover script for corporate video.
• Sjövillan Skärgård: English language edit/re-write, based on Swedish website copy.

• Jumbo Shipping: copy – Jumbo corporate brochure, Jumbo Navigator magazine (Q1 2009
issue and Jubilee anniversary edition), Jumbo Shipping brochure (direct to client in
collaboration with SSA Advertising on design. Website - company reference only –
www.jumboshipping.com).
• Media Catalyst/ Reebok Europe: copy - European HTML newsletter, digital brand style
guide.
• Wieden + Kennedy/ EA Sports: copy – HTML newsletters for Sims & SPORE product
launches.
• Bluewater Offshore: copy - Corporate brochure (direct to client in collaboration with JWT
agency on design. Website - company reference only – http://www.bwoffshore.com).
• Supernova Energy / Bluewater: copy/editing – Internet site (forthcoming. Direct to client in
collaboration with Mattmo agency on design).
• AWOL: copy, editing, research for AWOL clients including: Tommy Hilfiger (Breast Cancer
bag, Chinos in-store print); Houdini sportswear (brand guidebooks, in-store materials, online:
www.houdinisportswear.com/en) Chinos (concept / copy for a pitch and in-store posters);
Shell (brochure); Nike (exhibit texts, magalogs); Levis (Blue and Eco lines in-store campaign
copy); Mountain Design (copy, company manifesto); Apollinaris GmbH (copy edit, brand
design manual); Forbo flooring (edit, recruitment ads), Dobotex International (voice over
copy). Kgotla (copy, strategic company presentation). Blueberry Frog/ Pfizer Inc., (concept /
copy for pitch).
• ad pepper media / Findout.tv: research / copy – identification of keywords, creation and
editing of entries for online encyclopaedic site. Content licensed to Penguin Encyclopaedia &
Factfinder (direct to client).
• Memorex (Europe): copy / editing – newsletters; memorexsharetour.com site edits;
competitions (Direct to client).
• Tactiq PR agency: copy / editing client pitches; web copy; PR copy; marketing copy; concept
copy
• Metrix Lab: copy - imaginary consumer profiles based on qualitative market research. Editing
of research presentations and online questionnaires.
• QUA: copy - Nike corporate responsibility website and event text.
• Storage: copy – campaign concept for Aquarius sports drink in connection with the Tour de
France 06.
• ABN AMRO (global): extensive edit - financial markets corporate website.
• Scandic Hotels: copy - brochure for new Scandic / Swan meeting rooms.
• Diesel – DNA: copy - an online platform for emerging artists to make their mark on the world -
Diesel fuelling creative fires within the categories of Action / Draw /Digital (no longer online).
• Play Station: copy - Third Space gallery, an online platform where new technology artists
could flash their works, comment on them, promote them and initiate collaborations (no longer
online).
• DINKY Buro (Sweden): editing - various brochures / web texts.
• Heinz designs: editing - English brochure.
• Stockholm Art Fair: adaptation / editing - English PR text.
• Mamamess Productions (Int. /NL): editing / copy - for Mamamess’ commercial projects
(concepts and short films - ongoing).
• Amsterdam Dance Event 03: editing / adaptations – press releases and brochures.
Non-profit: copy and editing.
• IDH: copy / editing / proofreading—booklet for a national sustainability curriculum initiative.
‘Building a thriving coffee economy’.
• IDH: strategic positioning /website / copy—for a leading player in sustainable trade. In
progress.
• ProPortion /Cordaid: Copy / speechwriting—for a Lobby & Advocacy funding pitch. Working
together with a strategy director and the CEO of Cordaid, we crafted a speech and created the
copy and concept for some leave behinds.
• Strawberry Frog & Media Catalyst / World Press Photo: Copy / editing - re-write of top-
level pages for new WPP site (About Us and all related sections).
• The Great Green March: Copy / editing – tag line, homepage copy and editing for the first
phase of a sustainable living project (USA).
• Press Now: Copy / editing —Uzbek human rights refugees’ stories for live performance.
• World Press Photo: editor —Master Class book and exhibition 2004-5 (‘Ordinary’ and
‘Pride’), WPP 50th birthday (biographies of winners over past for 50 years and birthday address
speech, 50 yrs of WPP). Copy/editing - Education Seminar 2004-5 (biographies and
photograph captions). Voice over copy - ‘interactive exhibition guide (copy based on
interviews with WPP 04 winners). Copy - awards 04 seminar brochure (invited writer for the
Sam Preser Lecture report).
Arts/ Film/Documentary - research, editing and copy.

• Documentary - The soundscape of Miklós Lukács: subtitles and voiceover edit.
• Mamamess / Wieden + Kennedy Entertainment / P&G: copy/ editing – documentary
treatment ‘Olympic Moms’.
• Short film - The Night of the Living Lasagna: subtitles edit.
• Godmother’s productions: editing. Various copy edits for film / visual production synopsis,
scripts & subtitles.
• Mamamess: copy/ editing on http://www.saymynameblog.com & http://www.saymyname.org.
Research, concept development, treatments, funding applications exhibition copy and
promo copy for a variety of documentary film projects, including: ‘Say My Name’ - feature
length documentary about female Hip-Hop artists – women turning adversity into art; Red
Nose goes Cuba – modern and traditional Cuban musicians; ‘Battle’ - exploring the unheard
voice of Israeli / Palestinian youth; Introducing Danny - a short film for a NIKE promotional
DVD about ‘happiness and movement’.
• ‘Stories from the Edge’. Writing / research for cross-media arts initiative that explores
minority / endangered languages and the preservation of linguistic diversity through:
storytelling; global youth; arts and culture; new and emerging visual arts technologies /
documentaries. (Ongoing).
• Urban Edge: copy for project proposal and communications material for multi-disciplinary
urban arts exhibition / show / event (Milan 2005).
• Documentary - Il Ballu sui Tamburo (Dance on the drum): co-writer / researcher/English
subtitles. 50-minute film that explores the magic and passion of Tammurriata – an ancient
Italian drumming ritual that is still practised today.
• Documentary - The Puppet Masters: research and treatment edit. Sold to French and
Belgian TV in 2003.
• Rez02 (USA / UK). Project writer / researcher for a digital art workshop by the Café Society
(UK). Four digital storytelling workshops with Native American youth in Arizona, USA.
• ‘Why Love Shakespeare’: PR and marketing texts for show.
• Artists biographies: for numerous artists / performers (visual, music and performance).
• Press releases: for a range of cultural / artistic clients.
Journalism / Publishing.
• Taking Hip-Hop out of the Box: (2008) co-author of article for forthcoming ‘Fresh, Bold and
So Def’ anthology (USA).
• Tinget – Alternative peeps for alternative people, 2004-2008. Co-author / copywriter for the
alternative art book.
• Shakespeare on Toast: Initial copy editing of book (2007-8). Published by Icon Books
(www.iconbooks.co.uk).
• Tactiq Communications: articles for and copy editing of Swedish Design Magazine 2005
(distributed via Swedish national broadsheets).
• Pictured: articles on commercial photographic culture in NL / Germany and ‘new Europe’ for
an international magazine focused on - creativity, movements and ideas within commercial
photography (now defunct).
• Amsterdam Weekly: various arts articles for local cultural newspaper (now defunct).
• Radikal (French Hip Hop culture magazine): co-author of reportage, The Battle, about
Palestinian and Israeli MCs.
• Blag. (UK). Interview with Director Nirit Peled (Mamamess).
• The Australian (broadsheet): Amsterdam guide.
• The Cover Story: copy editing of feature stories and photo reportages submitted to
international editorial and photography agencies.
• In 2 Amsterdam: Various articles. Amsterdam magazine (now defunct).
• Next Five Minutes: Various articles. Online tactical media journal (1999).
Academia - research, editing and copy.
• ‘Rabbinic wisdom as a path to the world-to-come - English language edit of article in the
field of Classical Rabbinic Literature. For Elisabetta Abate (Ph.D.) and the Courant Research
Centre, University of Göttingen.
• Music & Culture - ‘Going Solo’: Writing / research. An essay on the journey of the guitar
from rhythm accompaniment to lead solo instrument, in twentieth century jazz and blues.
• Plain Space architect bureau: editing (English copy re-write) of publication ‘Buenos Aires:
From an urban metropolis to a collection of hamlets’; an article for academic presentation and
publication.

• Who studies whom and who benefits from Sociolinguistic research? English language
edit of article by socio-linguist José Antonio Flores Farfán (CIESAS, Mexico City).
• The Songs of Distant Bosnia - Bosnian Exiles in the West and the Poetics of Space:
English language edit of ethnomusicology PhD paper by Kamenko Bulic for the Amsterdam
School for Social Science Research.

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