Hi, I’m Isabel. I'm a copywriter and the mother of two little pricks plus a chunky middle-aged girl corgi (guess who’s my favourite?). Here’s a clue: she's related to Queen Elizabeth II.  
I heard Judy Blume once say in of those intro videos for Masterclass: “Why would you write if you didn’t have to? It’s so hard.” And that’s when I realised: I feel I have to, or else I think I would just sort of disappear into thin air? It turns out my writing is good enough for people to pay me, so that worked out well. 
I love writing meaningful stories, be it for brand campaigns or editorial projects, so if you’re looking for someone short in height yet big on opinions to give your brand a human voice and help you connect with your audience, I’m your gal. 
Born and based in Lisbon! 



@mymoodisthis

My newsletter is about ordinary life and I send it out whenever I have the headspace to turn my thoughts into something people would maybe want to read. 

vanzeller.isabel@gmail.com

Projects

Tylko

Spring campaign

When it all fits, your home blooms

Create tagline + copy for all channels, expressing Tylko's customisable features and creating a connection to spring.





Newsletter:
when-it-all-fits.html



Back to school campaign

Get into the zone with Tylko

Create concept, tagline and copy for all channels to communicate the idea that a clear, clutter-free workspace equals a more organised mind and a more productive you.





Newsletter:
back-to-real-life.html






Brand awareness campaign

Welcome harmony to every space

With the aim of establishing Tylko as a brand that offers furniture for every space, we created an informative, inspiring campaign that highlighted the main, personalisable features of every product and explained how they can adapt to every type of home.

Newsletter:
tylko-welcome-harmony.html

Landing page:
https://tylko.com/rooms






Editorial

The following articles are some of the pieces I wrote for the Tylko journal: a platform meant to inspire customers and highlight the brand's aesthetic and values, by showcasing exciting creatives and sharing the story behind Tylko's people and products.

Style and substance: in conversation with Pat Scherzer and Sissi Pohle Read it, or don't. Your call.


Staying inspired by letting go: in conversation with Sarah Illenberger Read it, or don't. Your call.


How to elevate a room with creative consultant and colour expert Michael Dansk Read it, or don't. Your call.


Exploring the power of play with Ola Mirecka Read it, or don't. Your call.







Ace & Tate

Take Another Look

Create new company tagline for Ace & Tate to help establish a consistent brand identity

Campaign copy + film script + editorial campaign + press release 

I was given the task of creating a new tagline for Ace & Tate, more in tune with its company values. The campaign included video and photography created in collaboration with agency HALAL, and was promoted through the website, Youtube, social media channels, editorial content and in a selection of Ace & Tate stores.







Newsletter:
wait-til-you-see-this.html



Oh Crap, it’s Christmas.

Sell more gift cards

Concept and copy 

Instead of focusing on the wonders of Christmas, we got very real and created a campaign that talked about the stressful side of Christmas, particularly gift giving. The main message being that the Ace & Tate gift card is the ideal gift, because it shows loved ones you care, and requires no big effort at all. The project was adapted to retail as well, and we created a 'Gift hotline' with our CX team tht allowed customers to call in and get gifting advice. 



The most thoughtful, thoughtless gift out there.

Newsletter:
oh-crap-its-december.html


Instagram:
https://www.instagram.com/p/Bqw2UQjhMFh/



Christmas editorial project "Super Gezellige"

To engage and connect with our audience through compelling, creative content.

For Christmas 2019, we created an editorial project for the Ace & Tate journal that involved sharing personal, non-conventional stories on conventional recipes. We invited creatives such as artistic food practice Long Prawn to contribute, as well as Amsterdam’s wine connoisseurs Salon Vin Naturel to prepare the wine pairing for each meal.

I wrote a piece about my mother’s chocolate mousse.





International Women's Day 2020 

Raise awareness around International Women's Day and connect with our audience for a good cause

Concept + talent research + project management + copy + editorial 

To celebrate International Women's Day, we invited male and female artists to create an original print inspired by Equality. Talent included London-based Kelly Anna and Venezuelan artist Carlín Díaz. 

The posters went for sale at our stores, and the proceeds went to the Fred Hollows Foundation US: a charity focused on helping visually-challenged girls and women, who have trouble getting access to proper healthcare due to gender-related issues. 



Artwork by Carlín Díaz



Editorial

We need to talk about Failure

Write content to build brand identity and connect with audience 

Story + copy

The theme Failure has obviously been discussed a lot, especially since the rise of start-ups. I shared a different perspective on it, with the aim of connecting with the brand's audience and further establishing the brand's open-minded character. 







Illustration by Lily Kong



Personal Work

Wieden+Kennedy: The Intersection exhibition 

I was invited by creative agency Wieden+Kennedy to participate in a group exhibition that brought together female artists living in the Netherlands, to celebrate International Women’s Day.  It was hosted in collaboration with The TittyMag, and all proceeds went to non-profit organisation, Neighborhood Feminists. The brief was to create a piece inspired by a woman I admire, and I chose to write about my Mum and her Unhappiness. I find there’s something quite beautiful about sadness. I wanted to express my admiration for my Mother, not because I think she is the perfect mother, but because I’m in awe of her imperfections, her rawness, her realness. 
 
https://www.itsnicethat.com/news/wieden-kennedy-the-intersection-titty-mag-exhibition-090320










Thanks for reading. Take care.
vanzeller.isabel@gmail.com