Thoughtful editorial strategy for
Welcome!
If you’re looking for an experienced journalist, copywriter and editorial strategist to power your online presence with engaging content and bring your story-led brand to life with a blend of creative and commercial acumen, you’re in the right place.
What I work on:
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You've built the business of your dreams; now, let's find the right words to bring it to life for the audiences that matter most. Every successful, memorable brand is powered by transformative storytelling and a thoughtful, trustworthy voice across all platforms.
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Whether you're in need of smart, snappy social media captions, long-form blog post writing or newsletters that convert readers into customers — let's wordsmith your way to winning clients (and hearts) without a typo in sight.
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A distinctive brand voice lights the path from discovery to investment, shining through all touchpoints of the customer journey. Build trust and articulate value with streamlined language wherever your customer may find you.
What is editorial strategy?
Put simply, editorial strategy is a more nuanced and compelling approach to traditional “content” strategy. It prioritises storytelling instead of straight up selling, leverages subtle yet memorable moments in a target consumer’s universe, and builds brand equity for the audiences that matter most.
Editorial strategy complements other elements in a marketer’s plan, such as paid advertising, and is the optimal approach for high-end brands that recognise the value of driving long-term loyalty and premium perception through transformative storytelling.
MEET VEENA
MEET VEENA
Veena is a freelance journalist, copywriter and editorial strategist, helping ambitious entrepreneurs and story-led brands articulate their value through brand-building content and authentic storytelling. With journalism experience at Forbes in New York and The Business of Fashion in London, Veena writes about art, culture, wellness, and travel. She’s recently written for Artsy, Air Mail, and Thingtesting, among others.
Discover postcode pours
In 2020, Veena founded postcode pours, a brand that makes products inspired by whatever “home” means to you. At once evoking old memories and helping create new ones, each personalised candle is designed to be a unique reminder of where you are. Our candles are hand-poured with love in the U.K. using a premium soy and coconut wax blend, and sent to you from our studio in South West London, with 20% of profits donated to youth homelessness charity Centrepoint UK.
Client testimonials
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"Veena is a first rate journalist who I’ve really enjoyed working with. As well as going in depth on research and due diligence, Veena is a sharp and incisive writer, who always turns around copy to a high standard. Her understanding of the art world and ability to grasp new topics and niches within it are second to none! I'd highly recommend working with her."
ARUN KAKAR, ARTSY
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"Veena is an expert at writing creative, thoughtful copy for my website content and newsletters. She works quickly, is extremely responsive, constantly suggests new topics to cover, and deeply understands the messaging and tone of voice I want to convey to my community. If you need someone to help you translate your ideas into perfectly written content, you have to work with her!"
Lorena Castro, Lorena Castro Balayage
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"Veena was able to quickly jump on board to help assist one of my clients with their website copy so that we could launch as soon as possible. She was professional and was able to deliver a speedy turnaround time which worked perfectly with the process we have in place in the studio. The copy was well written and the revisions we needed were done so quickly. Grateful for you!"
Emily Ospina Ruiz,
Vibras Creative Studio -
"I really appreciated working with Veena to create copy that not only conveyed necessary information, but also my personality and aspirations. It has been an informative process which has lead to me clarify my own thinking about how I present myself more succinctly. I would recommend consulting with Veena to produce professional creative copy for your business."
Sally Williams,
Sally Williams Photography -
"Veena is one of the smartest and most business-savvy people I have ever met. Hard-working and tenacious, her strong mindset and positive attitude translates into diligent and considered work every time. She is both able to take informed decisions as a leader and work as a valued and critical member of the team, bringing insightful and challenging ideas to every project she is involved in."
CHARLOTTE COBB,
CORPORATE COMMUNICATIONS DIRECTOR -
"Thank you, Veena, this is amazing. I'm super happy and think we have smashed it. We really appreciate your style, speed and support on this project."
EMMA BANNISTER, PRESENTATION STUDIO
