About
Copywriter & emotions enthusiast
I’m a big fan of that juicy feeling you get when ideas hit; excellently crafted metaphors, philosophy, psychology, poetry and the occasional existential crisis. I write lots of things - taglines, short lines on big billboards, scripts, tone of voice guidelines, websites, brand stories and my friends’ dating profiles. I love asking big questions (preferably over wine) and I’m still figuring out all the answers.
proud to be great at:
Ideation / Strategic and Creative Thinking / Brand Development / Research / Naming / Scriptwriting / Packaging Copy / Content Writing / Finding the best spots for anchovy on toast + more
DEVELOPED IDEAS AND WORDS FOR:
Accor Hotel Group. Beak & Sons. Channel 9. Disney. Fable. Flexicar. Halsa Health. Hertz. Ingham’s. Lifeblood. MARS Food. ME Bank. Model Built-to-Rent. Myer Group. Nando’s. Nescafe. SGK inc. Subway. Thrifty. Pitango. We Are Sprout. Woolworths + more. See examples of work here.
LOOK MA, PROUD MOMENTS:
In 2018, I wrote 100 stories as part of the 100 Day Project. Here are a few bite-sized tasters. In 2019, I tried one new thing a day for 100 days (made it to day 66 with a few memorable moments) - it led to me speaking and running a workshop at TEDxNewtown 2019. In 2023, I had a poem published.
NICE THINGS PEOPLE SAY:
“Lynette is a natural who has an uncommon flair for writing. Short and sharp or long and engaging, whatever the medium, Lynette always found the words that worked. Lynette is also a good thinker who always had a few good ideas jotted down in her notebook.”
— Rupert England, Integrated Regional Creative Director, Saatchi & Saatchi
“Her highly creative heart and balance of business acumen mind was truly utilised, with the redesign, of Australia's largest health food brand. She led the language used, creating a tone of voice and ongoing expressions of the brand, that resonate with the client, shoppers and consumers alike.”
— Drew Ridley, Managing Director, We Are Sprout
“Lynette is one of the most passionate creatives I’ve had the opportunity to work with. What sets her apart from others within the field is the fact that she is insightful and has a strong ability to really get under the skin of the brands that she is working on, to create concepts and written pieces that touch the heart. To this day, I have yet to meet a creative that is able to instinctively understand the tonality of one of the world’s most iconic cookie brands! While certainly driven to maintain the creative integrity of the campaigns she works on, she always keeps an open mind to consider the business side of the brand. Certainly wise beyond her years, it’s been an absolute pleasure working with her!”
— Natasha Aziz, Group Account Director, FCB Kuala Lumpur