Copywriting & Content Design

I work with brands and organisations to create clear and compelling copy across campaigns, digital platforms and brand communications. My work combines strategic thinking with craft-led writing, helping organisations express who they are, what they stand for, and why they matter.

What I do

I support clients across a wide range of copy and content needs, including:

  • Brand and campaign copywriting

  • Website and digital copy

  • UX writing and content design

  • Tone of voice development and messaging frameworks

  • Editorial and long-form content

  • Speechwriting and executive communications

  • Email, CRM and in-app copy

  • Content strategy and content systems

How I work

I work closely with in-house teams, agencies and founders, adapting to different brand styles, workflows and organisational cultures. I’ve worked across fashion, sport, tech, hospitality, sustainability and culture, partnering with global consumer brands and organisations. I bring a strategic lens to every writing project — ensuring that copy isn’t just well-crafted, but purposeful, consistent and aligned with wider business and communication goals.

Download my portfolio

  • “Jo is always willing to get involved, share her point of view and deliver high-quality work on time. She is reliable, professional, and a joy to work with.”

    — Converse

  • “Jo is one of the best writers I have ever worked with. Always friendly and engaged, she has a can-do attitude and is able to handle all types of copy requests – from snappy titles to in-depth trend analysis – with confidence, ease and positivity.”

    — STYLUS

  • “On first contact with Jo I already felt confident we would receive a good result. And indeed, we received creative and appealing content which matched perfectly with our expectation.”

    — INTERSPORT

  • "Fast and efficient, Jo is a calm and elegant copywriter with an unexpectedly bold writing style. She has a unique talent to listen to and understand what you need, translating jumbled thoughts into remarkable creative concepts.”

    — Bugaboo

  • "Jo has worked with me on key copywriting projects, developing strong seasonal editorial copy for direct marketing. She is highly creative, passionate, proactive - but most of all genuine."

    — VCCP

Nike Jo Matthews Copywriter
Bugaboo Jo Matthews Copywriter
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Converse Jo Matthews Copywriter
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Nike Run Club Jo Matthews Copywriter
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Bugaboo Jo Matthews Copywriter
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Nikon Campaign Copywriting Jo Matthews Copywriter
INTERSPORT Jo Matthews Copywriter
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UNIQLO Jo Matthews Copywriting
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Bugaboo Out of Home Advertising Copywriting Jo Matthews Copywriter
Amsterdam Copywriter Bugaboo Jo Matthews Copywriter
Jo Matthews Amsterdam Copywriter Out of Home and Advertising Copywriting
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UNIQLO script writing Jo Matthews Copywriter Amsterdam
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ACCOR Campaign Copywriting Jo Matthews Copywriter Amsterdam
McArthurGlen Out of Home Copywriting Jo Matthews Copywriter Amsterdam
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Human Content in an AI World

AI is changing how content is produced, but not what good communication requires. Clarity, integrity, tone and trust still come from human insight. I’m comfortable working with AI as part of the process — and equally clear about where human thinking, ethical judgement and creative direction remain essential (and I will remain forever loyal to the em-dash).

Copywriting & Content Design Clients

& Other Stories, ACCOR, ASICS, Aquascutum, Barclays, Booking.com, Bugaboo, Canyon, Cartier, City Academy, Club Monaco, COMME des GARÇONS, Converse, eBay, The European Club Association, G-STAR, International Olympics Committee, InterContinental Hotel Group, IKEA, INTERSPORT, LeasePlan, McArthurGlen, Nike, Nikon, Rimmel, Selfridges, STYLUS, Tommy Hilfiger, tonies®, Uber, UNIQLO

Agencies: Anomaly, DARE Digital, Harriman Steel, MCI, Oliver, Rōnin, ...,staat, touchline, VCCP London