Luxelu London

Another one of Amazon UK’s top sellers, Luxelu London’s two-person team was primarily focused on SEO and online sales, not branding and marketing. In 2017, I was commissioned as a freelance copywriter and creative director to conduct an overall creative audit of the direct-to-consumer homewares and accessories brand and establish its first tone of voice and marketing guidelines. Immediate tactical priorities included refining scattered communications and supporting conversions with more consistent, polished e-commerce copy.

While shifting budget and staffing priorities at Luxelu meant much of the conceptual brand work I contributed was ultimately not implemented, my updated landing pages and product descriptions can be seen on the brand’s website and Amazon storefront.