Annabel didn't know what a brand writer was until she became one.

(Her four-year design degree forgot to teach that bit.) She quickly learned, though, that words are the most important part of branding. You read that right. They’re the glue, the gold, and occasionally, they’re award-winning. And she can write them for you.

As a Senior Writer at Re, Annabel picked up awards and shortlists for Spott by Wilson Parking, Solo by MYOB and Kit the kids' money app. She helped the McGrath Foundation take their care to all cancers, brought BaptistCare’s services under one name, and did a hell of a lot of messaging matrices for Optus. Stronger for it too.

Annabel won a Cairns Hatchling in 2025 and a D&AD New Blood Yellow Pencil in 2016, if it’s even legal to mention things from that long ago. She’s hungry (literally) and prepared to ask designers to send her fonts so she can create her own mockups in Figma. She’sssss Annabel.

Here’s what Annabel can help you out with:

  • Naming

  • Brand narratives

  • Personality

  • Tone of voice

  • Brand messaging

  • Brand experience

  • Video scripts

  • Digital/UX copy

  • Campaign ideation + messaging

  • Workshop facilitation

Let's write

So, you need a writer, huh?

Click to request my portfolio.

Simples.

So, you need a writer, huh? Click to request my portfolio. Simples.

Here’s a taster.

McGrath Foundation
In 2025, the McGrath Foundation set out to take their care to all cancers. To get there, they needed a brand personality and voice that mirrored the brilliance of the nurses at its centre.

Tagline, personality, tone of voice, brand narrative, messaging, campaigns, social copy.

Kit by CommBank
Kit had to pull off something pretty rare: feel fun and engaging for kids, while still making the parent looking over their shoulder feel totally at ease. A voice that speaks to kids at eye level was the answer.

Naming, personality, tone of voice, messaging, in-app copy, in-app game scripts.

Spott by Wilson Parking
Playful, direct and not above an eye-pun, Spott’s verbal identity looks you in the eye across app, signage, payments and entry points, setting the tone for everything that follows.

Naming, personality, tone of voice, messaging,
in-app copy, social copy.

Solo by MYOB
MYOB had a first-to-market opportunity with a tool just for sole operators. It needed a name and brand voice that puts sole traders in charge, cuts through jargon, and is genuinely empathetic about the late nights and receipt avalanches.

Naming, personality, tone of voice, messaging,
in-app messaging.

BaptistCare
BaptistCare supports people across everything from recovering from drug addiction to retiring. As a newly merged national organisation, they had the opportunity to show people exactly what that care can mean.

Tone of voice, messaging, video scripts, brand launch activations.

Tourism Australia
In a category of postcard sameness, the stories visitors take home are the real draw. The brand refresh for Tourism Australia had to tell stories, and good ones at that.

Personality, brand narrative, tone of voice, brand education sessions.

Need words?

Let’s get this show on the road.