Freelance brand copywriter

I’m Julian, or Jules. A strategic brand copywriter partnering with founders, marketing teams and creative agencies. I don’t just write words. I build the thinking and strategy behind them so they resonate with your customers: everywhere your business, brand or client shows up.
Book a call or see my work.

Book a free 30-minute call
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

Make your words your customer experience.

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 and creative consultant. 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.

Book a free call

BRAND VOICE AND LAUNCH

Helping new ventures find their voice.

Starting a business, a new venture, or an offer big enough to need its own name? I talk to your customers, listen for the words they actually use, and build your voice from those. Then I write what you need to launch.

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

More about launches

STRATEGIC COMMUNICATIONS

Clear language for complex projects.

You do clever, complex work for big clients. But the case studies never get written and the thought leadership is half-finished. I get to grips with complex material quickly, then turn it into something people want to read.

Perfect for: case studies, thought leadership, reports and internal change.

More about strategic comms

COPY AND CREATIVE FOR AGENCIES

Words and ideas for big agency briefs

Whether you're pitching, launching or just stretched, I can help. I think strategically, ask the right questions and always bring big and bold ideas. I also come as a creative team.

Perfect for: pitches, new client wins, busy periods and campaign work.

More about agency work

  • 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

  • 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. We started with a detailed discovery call, during which Julian took the time to really understand how we communicate, what matters most to us as a brand, and what we wanted our website to express. He asked the right questions, listened carefully, and quickly grasped our tone and values. 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, as part of Adecco UK on a project for Google UK

  • Boldspace

    "Julian is a talented copywriter with a great can-do attitude. He approaches every brief with thorough insight and consistently delivers a range of well-thought-out, original solutions. He's a pleasure to work with, bringing a calm and positive presence even in high-pressure situations."

    Neil Richardson, Creative Director at Boldspace

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