Copywriter and emotions enthusiast
Need to name your pet rock? Write traffic-stopping, BIG LINES ON BILLBOARDS? Taglines that make clients weep (joyfully), scripts or brand stories that get you to call your mum? I’ve got you.
I’m here to help you say something meaningful, impactful, daring. My job is to use words cleverly, infuse them with feelings and get to the nitty gritty of language. Because if you’ve got one shot (*cue Eminem), you need to say something that matters. Something no machine can do. Something with feeling.
ALSO available with my favourite creative pairing, joan:
“There’s something magical about watching Lynette work. She has a way with words where you feel the intention behind each one. Sometimes it’s witty, sometimes it’s weird, but most of the time, it’s filled with grace and discipline.
It’s honest, it’s unapologetic, it’s clever.
Lynette’s the perfect blend of wordsmith and wonder. A curious, intuitive mind that knows exactly when to be strategic. The best part? Working with her never feels like work - it’s plotting creative brilliance (and madness) with your best friend.
If you love a bit (or more than a bit) of dark humour, she’s got just the right dose. Ask nicely and she might just share it with you.” - Joan Lim, Senior Creative, occasional gremlin, Chief of Crafting with Care.
KNOWN FOR:
Conceptual Thinking / Strategic Mind / Brand Development / Research / Naming / Scriptwriting / Packaging Copy / Finding the best spot for anchovies on toast.
clients:
Accor Hotel Group. Beak & Sons. CBA Design Asia. Channel 9. Disney. Fable. Flexicar. 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 - 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