Mini Boden
Boden was my first copywriting job and I’ve also been back a few times as a freelancer. I usually work on Mini and reminisce about my childhood to think of inventive ways to hype up small jumpers.
I rewrote the tone of voice in 2015. The idea was to examine the clothes from the perspective of an imaginary straight-talking child. The team had developed and improved the tone by the time I went back in 2020, but a few of my old sentences were still in the new guide and the spirit of it was still more-or-less the same.
When Coronavirus hit, I was asked to write activities to keep kids entertained during lockdown. I came up with the name Mini Missions and wrote all the copy for launch. I worked with the talented Lauren Coelho on most of these. We were usually given a rough concept for each mission and then told to go wild.
