Freelance brand copywriter

I’m Julian, a strategic brand copywriter with 15+ years’ experience writing for human connection. I don’t just write words. I do the thinking and strategy underneath them, so they capture attention and help you build trust in your industry.

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Google logo - Abel Words client
HSBC logo - Abel Words client
SanDisk logo - Abel Words client
ABB logo - Abel Words client
LHH logo - Abel Words client
Cruise Routes logo - Abel Words client
Portrait of Julian Abel, brand copywriter and strategist at Abel Words, outdoors by a red brick wall

Seek first to understand

Anyone can generate words now. But understanding what words will resonate with your customers is where the value lies. That’s my role as a strategic brand copywriter. A line of copy is the endpoint. I help you find the right questions, dig into what your customers care about and speak directly to their motivations.

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BRAND VOICE AND LAUNCH

Voice and messaging for new ventures.

Starting a business, a new venture, or an offer big enough to need its own name? You’ve probably spent months describing it from the inside. I help you focus on your customers and define a voice, personality and key messaging that speaks to what they care about. Then I write everything you need to launch.

Ideal for: launches, rebrands, new ventures and fast growth.

More about brand voice

STRATEGIC COMMUNICATIONS

Clear language for complex projects.

You do complex work for big clients. But the case studies never get written, the ESG report has a looming deadline, and the thought leadership is still in the leader’s head. I get to grips with complex material quickly, then turn it into something people want to read.

Ideal for: case studies, reports, internal change programmes, websites.

More about strategic comms

CREATIVE CAMPAIGNS

Storytelling for big brand moments.

Every great campaign starts with a strategic truth. I partner with art directors and strategists, exploring different creative routes (usually three, mild to wild) and create a bank of advertising concepts and messaging that can be adapted across social, online and OOH.

Ideal for: seasonal campaigns, launch campaigns, pitches

More about campaigns

  • Cruise Routes

    “Julian worked with us at Cruise Routes to build an already existing brand, into one with a new concept and direction, and did so with creativity, authenticity and expertise. It has been a pleasure working with Julian and I know that we will continue to work together in the not-so- distant future.”

    Laura Radford, Marketing Manager at Cruise Routes

  • Without

    "We had the pleasure of working with Julian on a project where emotional storytelling was central to the brand identity. His writing is clever, poetic, and full of character, and he consistently went beyond the brief to support broader creative ideation. He brought enthusiasm, a collaborative spirit, and a strong work ethic every day - making a lasting impact on the work. I highly recommend him for both his creativity and his attitude."

    Ciara Scannell, Strategy Director

  • Boldspace

    “Julian is a fantastic thinker and accomplished copywriter who interrogates every brief and uses strategic creativity to solve business problems. He is also a great addition to any team on a personal level, with an infectious, positive energy and assured, senior presence.”

    Nick Ford-Young, Co-CEO, Boldspace | B Corp

  • Balearic Elements

    “Working with Julian on our website copy was a genuinely great experience. The process felt collaborative and well-structured throughout, and the final copy reflects us perfectly – clear, warm, professional and authentic. We’re absolutely delighted with the result and wouldn’t hesitate to recommend Julian to anyone looking for thoughtful, high-quality copy.”

    Anna-Corina Meyer, Founder, Balearic Elements

  • Google

    "We were looking for a copywriter who understood content strategy and the tone required to write B2B copy but also engaging and fun to match the brand voice. Julian more than delivered. I wholeheartedly recommend Julian to anyone looking for a skilled copywriter."

    Jasmin Hopp, Google (as part of Adecco UK)

Let’s work together

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Black-and-white portrait of Julian Abel, London brand copywriter, in a black polo shirt
Black-and-white portrait of Julian Abel, London brand copywriter, in a black polo shirt