Crabtree & Evelyn

Took editorial and copy ownership for the launch of a new website and united disparate parts of a brand going through huge change.

After 40 years of appealing to an older demographic, the luxury body care retailer Crabtree & Evelyn wanted to completely rebrand and turn their attention to attracting a more content savvy “28-year-old urban millennial” consumer. Celadon was initially brought in to lead on copy for the new website: UX, product, creative and editorial.

With an incredibly tight timeline to launch, the new website was being created in an agile way of working. As she began creating copy across the site Jessica started to conduct a full user journey walk-through of the site (something that had been overlooked due to the agile approach) finding launch critical issues and coming up with solutions. When the business strategy changed, she worked closely with the Head of UX and Creative Director to rework the site, and in collaboration with the Tech Lead on what should be prioritised for launch. 

The team dedicated to working on the new brand and website had been kept separate from the rest of the Crabtree & Evelyn team but this was creating unnecessary problems. So Jessica began acting as a point of connection for different areas of the business to reduce inconsistencies and confusion. This included identifying that inaccuracies on the launch SKU list would have broken the purchase journey for customers, something that wasn’t picked up by anyone else in the business.

This was a frequently changing project. While her input began as a pure copy requirement, Jessica quickly became a key part of the wider website team, becoming the first point of call for decision making and one of the key stakeholders for launch sign off.

Industry Luxury Body Care
Inputs Content strategy; Website editor; Governance; Creative; Copywriting

Most organisations don’t have the time to take their business strategy and transcode it into comprehensive audience profiles, know how to precisely write for these audiences, keying into what they actually care about in style that makes them listen. This is what Jessica does, expertly. She take your ideas and formulate a bomb-proof content strategy. Don’t expect it to be easy or a walkover. Do expect to be challenged. Do expect thinking that makes you think. And when all that hard graft is completed, the writing will be top drawer. 

— Jonathan Lovatt-Young, Founder, Love Experience