About me

More about my experience, my process, and me.

My experience

I’ve been working in sustainability since 2010 when I was hired by Futerra, a London-based sustainability communications agency. After three years of learning from the very best, I decided to leave the city and set up on my own.

Since then, I’ve written for some of the world’s biggest brands – like Spotify, H&M and TetraPak – as well as brilliant start ups, agencies, charities and social enterprises that are changing the rules of how business works.

Every job I take on involves working with people who know more than I do about something complex. Like how chemical recycling works, or how coffee is grown, or how plastic is affecting our health. I’ve learned about chicken supply chains, seaweed farms, regenerative agriculture, renewable energy grids, bio-plastic and the polycrisis.

But beyond all that, I’ve also seen first hand how the ideas, language and tone of sustainability have evolved over time. I believe this perspective is invaluable to creating meaningful communications for where we are now – and where we need to get to.

My process

Every project is different, but I’m a fan of the Double Diamond process. (It’s not my idea: credit where it’s due.)

We can start this process at different places, depending on what stage you’re at.

If you have a different process you’d like to use, that’s fine too.

DISCOVER

We start by understanding the challenge we’re trying to solve. This can involve interviews, desk-based research, background reading, site visits etc. Anything that gets me up to speed quickly.

DEFINE

Next, we define the challenge we need to solve. This involves using what we’ve ‘discovered’ to create a really tight brief that defines the problem and outlines the restrictions for the solution. We both sign off on this brief.

DEVELOP

This is the fun bit. I’ll respond to the brief – either solo or with a creative team – to create concepts or copy that meet the needs we’ve identified together. You can be as involved as you like, either joining the creative process or waiting for the final phase.

DELIVER

I’ll share the work and you provide feedback from the necessary stakeholders. I’m not a fan of restricting feedback rounds – I’d much rather we work together until the challenge we’ve outlined is solved.

Hello, I’m Lucy

I’m a writer, reader, keen cyclist and outdoors enthusiast. I spend a lot of time thinking and talking about how we build a fair, resilient and beautiful world.

I lived and worked in London for just under a decade. I went off to build a cabin halfway up a mountain in Bulgaria. When I came down, I realised it was time to leave London and set up on my own.

I’ve been self-employed ever since, and am currently based in Bristol.