Show real.
Human truth.
Abel Words is a brand voice, copy and creative studio founded by Julian Abel. For more than 15 years I’ve helped small businesses and bigger companies become unignorable, and given agencies freelance creative firepower to win pitches and wow clients.
Words & ideas for B2B, B2C, DTC.
You to people, basically.
Creating a new cruise brand
Campaign for leader in energy transition
Luxury messaging for DTC brand
Boldly repositioning a global talent solutions company
Website copy for Destination Management Company (DMC)
Unifying four hotels as one luxury destination
Bringing SAKE and seafood together
Enticing visitors to book local off-menu experiences
Bringing skin health to the masses
Playful messaging for shopper campaign
Launching new B2B platforms and tools
Strategic copywriting for the world leader in flash memory solutions
Scriptwriting to launch HSBC’s new technology business
Poetic narrative to mark BNY's 240th anniversary
Creative fire
(without the hire)
Freelancing copywriting for agencies is a team sport. And I’m a team player. I support agencies with words, ideas and concepts – from conceptual campaigns, websites, brand guides, video scripts, to beyond.
Freelance copy & creative for agencies
Copywriting retainer for brands & businesses
I work on retainers for 1-2 days per week providing copy, content and concepts across your PR, advertising and marketing. Imagine your very own brand voice champion consistently delivering high-performing content. That’s me.