CRIS AZORIN

COPYWRITING, EDITING & PROOFREADING

ABOUT ME

A First and foremost I love words. I love words like a magpie loves shiny things.

In fact words are my shiny thing. I'm the person who spots a typo in a

newspaper article and corrects your grammar in a text message. The person

to which “you had me at the correct use of you’re” applies. That’s right, I'm

that smitten with words that a good vocabulary is a trait I actually find

attractive in another person.

I’ve got years of experience creating content for brands, including House of

Fraser, Bhs, Marks & Spencer and Peacocks. I’ve also contributed to a variety

of event and travel guides and spent time working at Vogue Magazine and

WGSN (that's the Worth Global Style Network to you and me).

If there are two big lessons I've learnt along the way it's the importance of

having a clear message and the power words have in influencing behaviour.

Not only does understanding these two values make damn sure I deliver top

notch copy for my clients, it also makes me an all-round nice human being.

CMY CLIENTS

Struggling to get your message across? That's there I come

in. I work with clients remotely and in-house to produce

creative copy that delivers real results. From charities and

lifestyle brands to the biggest names in High Street retail.

S MY SERVICES

Whether you need to engage your target audience, or raise

awareness of your product or services, I’ll work with you to

ensure the message is clear and on-brand.

From press releases and product descriptions, to newsletters,

adverts, brochures, blogs and more. Whether you're a huge

corporate conglomerate with a multinational presence or a

small start-up looking to get off the ground.

Editorial FeaturesWebsite Rewrites

Biographies &

Profiles

Marketing emails

& Newsletters

Blog PostsProduct Descriptions

Press Releases

& Lookbooks

Revisions &

Proofreading

MY WORK

HOUSE OF FRASER

House of Fraser is one of the leading UK

Department stores with an established nationwide

and online presence as well as an emerging market

in China. They were looking for an experienced

copywriter to produce unique content for their

interiors ecommerce pages that would set them

apart from their competitors and improve their

SEO standing. Working closely with the Category

Manager and SEO Manager, I developed

informative, engaging and original copy that

adhered to the brands strict tone of voice

guidelines. What began as a two-week contract

was extended to five months, during which time I

delivered everything from landing page and banner

copy, to product descriptions and even offline copy

for the packaging of a new house brand.

MY WORK

HOUSE OF FRASER

MY WORK

HOUSE OF FRASER

MY WORK

ALEXANDRA ROSE

Alexandra Rose Charities is a registered charity

that raises funds for independent community

based causes and individuals in need. The

charity was going through a key transitional

period in its history and needed a website that

would raise awareness of its new direction

while still communicating its 100 year history.

Additionally, the charity is supported by a Royal

Patron so establishing a tone that was reflective

of this prestige, without alienating visitors to

the site, was an important requirement of the

brief. Reporting to the charity’s Vice President,

and working in tandem with design agency

TownHouse, I produced a full website rewrite

which served to inform visitors of Alexandra

Rose Charities’ new mission for the future,

while also incorporating the backstory the

charity were so keen to preserve.

MY WORK

ALEXANDRA ROSE

MY WORK

ALEXANDRA ROSE

MY WORK

SPIRIT OF FASHION

MY WORK

SPIRIT OF FASHION

Home to some of the most globally coveted names in

luxury fashion, McArthurGlen Designer Outlet Group

is the leading developer, owner and manager of

designer outlet centres in Europe. Despite having

seven such centres in the UK alone, the brand felt

they lacked awareness among both consumers and

the national media. They wanted to find a way to

engage key influencers and secure press coverage in

consumer publications. The result was the Spirit of

Fashion, a year long project in collaboration with the

Royal College of Art, to support three of its most

promising students. I project managed the

partnership, creating several press releases in the

lifespan of the project, as well as overseeing the

production of a press lookbook, from photoshoot

through to print. Additionally I created all of the copy

featured throughout the lookbook and on the

dedicated Spirit of Fashion website, as well as penning

the speech delivered by McArthurGlen’s Head of

Marketing at the launch event.

MY WORK CONT...

PEACOCKS

Peacocks were looking to significantly increase

the number of fashion lines available to

consumers through their ecommerce website

and were additionally unhappy with the tone of

their existing copy. They wanted a copywriter

with previous fashion experience who could

produce punchy, editorial style text, in a quick

turnaround, that would engage their target

audience and improve SEO. Reporting to the in-

house Product Coordinator I produced a series

of product descriptions that captured the

essence of each item while creating the credible

fashion voice the brand had felt it was lacking.

Turning around 50 descriptions per day, I was

able to reduce their backlog of images in less

than a week, helping to significantly improve

productivity at the start of a key selling period.

MY WORK CONT...

MARKS & SPENCER

Marks & Spencer is one of the UK’s most iconic

brands, with product ranges spanning fashion,

homeware and food, across multiple stores and

an online platform. They needed an experienced

communications professional to provide

assistance to the in-house team during a key

busy period. I’ve since worked with M&S on

several such occasions, providing invaluable

support and using my copywriting skills to

produce multiple press releases for the brand,

resulting in a wave of positive coverage hits and

product placement requests. I've also project

managed the production of several seasonal

look books, including attending photoshoots

and liaising with graphic designers, as well as

writing original copy that adheres to the brands

strict tone of voice guidelines.

MY WORK CONT...

BRANCH

MY WORK CONT...

GO LEARN TO

GoLearnTo.com provide activity based holidays

aimed at introducing groups and solo travellers

to new skills and experiences in luxury locations.

The brand’s success hinges on its ability to

provide informative and engaging descriptions

of its packages that illuminate the experiences

on offer and ultimately inspire consumers to

make a purchase. As well as being evocative, it’s

also imperative that the written content be

factually accurate and a true representation of

the end product. To date I’ve produced several

course descriptions for GoLearnTo.com on

subjects ranging from cookery and mixology to

beauty, health and fitness, in an engaging

editorial style that reflects GoLearnTo’s unique

brand values, while retaining an underlying

emphasis on call-to-action.

Branch is a design and branding agency with

studios based in London and Seattle. The two

offices work with some of the biggest consumer

names across retail, entertainment and sport,

helping to devise and implement campaigns for

clients including Uniqlo, m&m’s and Bafta.

Working both in-house and remotely, I’ve

collaborated with Branch on several projects,

from print adverts for Swiss banking firm

Banque Baring Brothers Sturdza, to exhibition

materials for Pulse, and marketing collateral for

dim sum chain Ping Pong. I’ve additionally

advised Branch on their own external

communications, helping them to develop

several targeted emailers with a view to

attracting new business. I continue to work with

them on an on-going basis, as and when a

copywriter is required.

MY WORK CONT...

LIZ GOODCHILD

MY WORK CONT...

JUST SO

Liz Goodchild is a qualified life coach who is

passionate about helping her clients discover

what they want out of life and how to go about

achieving it. Liz had an idea to expand her

business but was struggling to find the right

words. She wanted to dispel the preconceptions

about life coaching and demonstrate that it’s a

legitimate service with a rightful place in modern

society. She tasked me with creating a series of

template emails she could use to approach her

target business sectors. I created multiple

communications, each one tailored to her

business proposition, and written in a tone of

voice that was appropriately pitched for the

target recipient. Not only did Liz love the emails

so much she requested no changes, she has since

also updated her website using the copy.

JUST SO is a creative agency offering expertise

in the fields of event planning, retail theatre and

window dressing for the retail sector. They

work with a number of high-end clients and felt

their existing website copy was neither

aspirational enough, nor fully representative of

their scope of services. They wanted fresh copy

that would resonate within the luxury market

and elevate their business above the

competition. I worked with JUST SO to

establish a tone of voice that conveyed their

extensive industry expertise and would instil

trust in their target audience. I also helped them

to clearly define their services through a simple

landing page text and a series of dedicated

content pages, designed to leave prospective

clients in no doubt as to JUST SO’s offer.

CCONTACT ME

cris@crisazorin.com07780645735

www.crisazorin.com

For information on rates and

availability get in touch.