Bel Hawkins
Senior Copywriter / Creative Strategist
Lisbon, PORT / London, UK / Amsterdam, NL
Q What do you do?
“I’m a freelance writer and creative strategist and I work on a MYRIAD of different projects. ”
I work with creative studios on conceptual creative.
I work with brands on their marketing, and ad campaigns, right through to longer form content like blogs and web copy
I help design agencies translate their work across media channels.
I do full brand work - from naming, to TOV, to through the line campaign ideation and execution.
I write editorially, for magazines and outlets such as Shit You Should Care About's substack Conde Nast's Mixed Feelings, Ensemble magazine - specifically aimed at young women.
I also consult as a research assistant to journalists behind their larger pieces - doing background research, conducting interviews and editing their content
I also run my own Substack (linked above) - a collection of short stories, essays, lists and advice to help people feel less alone in the world.
Sometimes, I also shoot and create content for brands - usually in the form of poems and film photography and collage.
Plus, I've podcasted (Check out Shit You Should Care About's Culture Vulture), done voice work and recorded half an audiobook.
Oh, and I'm a twice-published, best-selling author! Phew.
Q What steps did you take to get to where you are now?
I studied journalism in New Zealand, then started working as a media planner in an independent agency there. I got bored of spreadsheets so moved to Australia, where I helped set up and grow a social media department within a small agency, which has become one of the leading players in the Melbourne market. Since then, I've freelanced as a creative around the world. Over COVID, I returned home to New Zealand and helped grow a new agency that was servicing The World Health Organization during the pandemic. We built it out into a tech and full-service creative agency within two years. At the end of my time there, I got a book deal through my work writing for Gen Z media juggernaut Shit You Should Care About and moved to Portugal to a) be closer to our UK publishing network and b) rekindle my freelance, nomadic life.
Q How do you stand out in your field?
I'm a unicorn as, because of my background in small, indie agencies, I've done everything. Animation scripts, capital raising pitches, speech writing for UN leaders, creative concepting work, editorial, editing — it's meant I've become incredibly flexible in my work, have developed a great eye for detail and know the full ins and outs of how both a brand and agency need to operate. I'm also obsessed with the internet and trends, and working deeply in that space has meant I'm really schooled up with what's happening online and how that effects people's psyche. Plus (humble brag), I think I'm a real, reliable joy to work with!
Q What are you working on right now?
My third book proposal, two heavily NDAd, but exciting and chic new product launch, growing my own Substack and a few editorial commissions.
Q What’s your style?
GREAT question. I think the book I co-wrote, Make It Make Sense, is reflective of my work into the zeitgeist. But after that, I realised I really missed working which great designers and want to elevate my work more into that space - be that design-led agencies, projects or products.
Stylistically I would describe my tastes as chic, editorial, human, thoughtful, sometimes acerbic, and often poetic. I'm working on building out my Substack to be reflective of that. At the moment I'd say my portfolio is a fairly accurate reflection of my personal style and taste journey. If you stalk my Instagram, you'll get a pretty accurate reflection of my personal style.
Q Out of all your slashies, which one do you wish you could do more often?
I love working closely with designers and seeing things brought to life physically - I'm currently doing a proactive pitch on a boutique hotel here in Lisbon with a friend at the moment and realise how much I miss that collaborative process. I also love doing book events and anything book-related, but I always like to balance that with other work :)
Q What is frustrating you right now?
I think agencies are burning out and not treating freelancers like collaborative resources - more 'set and forget'. So much can happen when you let your creatives in a room (irl or virtual) and bash ideas around a bit. I think AI has made everyone panic about productivity and it's noodled out the positive, messy, best parts of creativity.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Ha! My friend and I literally had this conversation the other day. Taxes. Help me learn Portuguese. I live alone and work for myself in a foreign country - it can be a lot to manage sometimes.
Q What do you wish you could have told yourself, when, and why?
I don't think 15 or 20 year old me would have BELIEVED I would publish two books and live in Portugal, running my own business. I think I've always believed in magic and hardwork, but I think I would have reassured her that all of it was possible - and would work out. You just have to keep quietly at it, and keep believing in yourself.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I'm really interested in where technology is going to take us as flawed, feeling human beings. I would be so interested in how you can adapt your business to tend to these needs, but also how to think ahead about how our lives will change with climate change and how we can straddle living a good life whilst fostering a community that gives us purpose and meaning. Too deep? It's Monday, going there.
Q What kind of opportunities/projects are you looking for?
Freelance or contract Senior Copywriter or Creative Strategist roles.
Q Describe your ideal job/client/collaboration.
Ooh - collaborative, trusting, great design and someone who believes in, builds on and trusts your ideas. Reasonable timelines, fair compensation, and a general sense of energy about the project. I love female-led companies, positive behaviour change projects and... ok chic delicious products that I'd genuinely want to own... Too much to ask?
Q: What is your rate?
This is really tricky for me to respond to as I work across so many currencies and such a scope of projects. I'd say generally speaking I'd sit at 600 euro per day, but do work below that for independent brands or orgs I really believe in, projects that I genuinely love and understand there's no budget for, or conceed a bit on budget if it's a more ongoing, regular gig.
Q How should someone approach you about working together?
Email is best :) Although I'm always in my IG DMs, too. As much detail in the initial reach out is fab - and I think it makes it SO much easier if budget is made apparent from the get go. Oh, and, a little compliment goes a long way! (lol, you know what I mean)
Q Who is a creative you admire?
I'm really inspired by some of the creatives I've recently worked with and who work out of my studio. People like Max, Elise, Alex and her bookstore, Salted.
Q Oh! and… how do you stay creative?
My Substack! Keeps me honest, disciplined at making and committed to taking film snaps for it
This member profile was originally published in January 2025.