Your brand. Your voice. I'm here to help you write it.
Building brand voices that make people stop and turn, from major entertainment partnerships to award-winning rebrands.
Josie Beytell-Heron
I build brand voices that make people stop and turn. As lead copywriter on Barnardo's multi-award-winning rebrand and the Universal Pictures Wicked: For Good partnership, I've created messaging that cuts through noise and drives real change.
I centred lived experiences in everything I write. My approach is audience-led and data-driven - test, measure, refine. This delivers results: 33% increase in digital engagement. Revenue up 26%. Messaging that moves people to act.
From fighting poverty and homelessness to luxury heritage brands, I craft voices that build real communities. I thrive where bold thinking challenges the status quo. Your brand deserves a voice that's uniquely yours - and stands for something that matters.
Skills for Housing Justice & Advocacy
Tailored for ShelterStrategic messaging and editorial leadership for organisations fighting for social justice. From policy advocacy to trauma-informed storytelling, I centre lived experiences while holding power to account.
Strategic Messaging Leadership
Built organisation-wide tone of voice from scratch. Created toolkits, training, and frameworks to embed brand voice across all teams and channels.
Policy & Advocacy Writing
Led Renters Reform Bill campaign messaging. Translate complex policy into clear calls to action that mobilise supporters and influence decision-makers.
Content That Drives Results
Redesigned supporter journey that doubled income. Secured largest-ever corporate partnership through strategic messaging.
Trauma-Informed Storytelling
Co-led post-war reconciliation project in Kosovo. Write with empathy across refugee resettlement, housing injustice, and systemic trauma.
Editorial Confidence Under Pressure
Edit and shape campaigns, reports, CEO statements, scripts—fast turnaround on high-visibility content while protecting brand integrity.
Cross-Functional Collaboration
Work across brand, media, policy, fundraising, and digital teams. Turn complex strategy into resonant stories that unite stakeholders.
Why This Matters for Shelter
Shelter's work shows what it means to tell stories that stand in solidarity. My experience centring people failed by systems aligns with Shelter's commitment to justice and truth. I bring the strategic thinking, editorial confidence, and collaborative spirit needed to defend the right to a safe home and end homelessness for good.
Featured Projects
Kind Words & Achievements
What colleagues and collaborators have said about working together, plus a few awards along the way.
"Josie is a hugely capable copywriter and storyteller. She was a dream colleague to line manage. She's supportive and caring and takes an empathetic approach to building relationships. Josie can work to incredibly tight deadlines and can be relied upon time and again to transform copy for a campaign. She creates a culture brand consistency by using her magical soft skills to bring teams together and align focus. I found her expertise, guidance and support invaluable during my time in the marketing team at Barnardo's. I absolutely would love to work with her again. She is an exceptional asset and any team would be lucky to have her!"
Scott Roberts
Stories and Knowledge Senior Manager, Barnardo's
LinkedIn Recommendation
January 2025