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 so many different types of projects that it’s hard to encapsulate in one sentence. It’s a lot, but I like it that way. It keeps things interesting and me constantly learning.”
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, Marie Claire, Condé Nast's Mixed Feelings, and 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 - 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, 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 and 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 studio 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, and it’s now thriving. 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) be back in the Northern Hemisphere which feels like home now.
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 affects 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?
Lots of exciting projects I’m unfortunately NDAd by can't quite tell you about yet! As well as my third book.
Q What’s your style?
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 and am growing a community of amazing people via workshops and online events. 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 who I am outside of work.
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, so probably more of that. But honestly? I get a lot out of variation in my work. I love hosting my creative workshops, I love working with creative directors to dream up and execute a vision, and I love building out my Substack telling buzzy and heartfelt stories.
Q What is frustrating you right now?
I think agencies are burning out and, more often than 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. And help me get better at Portuguese simultaneously.
Q What do you wish you could have told yourself, when, and why?
I don't think my 15 or 20-year-old me would have believed I would publish two books, live in Portugal, and be running my own business. I think I've always believed in magic and hard work, 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, keep believing in yourself, and keep putting yourself out there to connect with great people who see the world the same way you do.
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 morph with climate change and how we can straddle living a good life whilst fostering a community that gives us purpose and meaning. I spend a lot of time listening to therapists, philosophers, and journalists try to unravel these topics.
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, anything buzzy and design-led oh, and... 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 500 euros per day but do work for different fees for independent brands or organisations I really believe in, projects that I genuinely love and understand there's no budget for, or concede a bit on budget if it's a more ongoing, regular gig. I’m really transparent about money and appreciate working with people who are the same.
Q How should someone approach you about working together?
Email is best :) Although I’m never too far from my Instagram DMs. It makes such a difference when budget, timing and scope are mentioned upfront, but I also understand these are moving elements.
Q Who is a creative you admire?
I'm really inspired by some of the studios I’ve worked with like Here Design, Work by Holiday, Universal Favourite, plus writers, painters, and designer friends here - literally anyone taking risks and making things. It’s not easy in 2025.
Q Oh! and… how do you stay creative?
My Substack and my weekly writing group. They keep me honest, disciplined at making and committed to making low-stakes things regularly.
This member profile was originally published in January 2025.