Evelyn Ebrey

Copywriter/Journalist

New Zealand

As a copywriter, I've created many types of copy including website, advertising, EDM and social media copy, alongside blog posts and articles. Clients have included: Vodafone, Trelise Cooper, Lightforce Solar, Tataki Auckland Unlimited, Thin Lizzy Beauty, New Zealand Maritime Museum, AcademyEX, Paula Ryan, Verge, Heliocare, The Big Idea, Moochi and Screen Auckland.

As a journalist, I've written for various print and online publications including: WOMAN, Marie Claire Australia, Glamour UK, Mindfood, Remix, Shop Til You Drop (Australia), Nzgirl, Localist, Stuff, Co. of Women, Together Journal and the New Zealand Fashion Museum among others. In mid-2022, I wrapped up my role as Editor of New Zealand's longest running online fashion magazine FashioNZ.co.nz, after over six years at the helm.

Storytelling has been at the centre of my career since I first started in film and television production and theatre, through to my experience in journalism, copywriting, marketing, social media and digital. I bring a wealth of creative experience to my work complemented by in-depth technical digital and print knowledge.

This portfolio is a curated selection of some of my published work to date. For further examples of my work please contact me.

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Portfolio

Copywriting

Screen Auckland
New website copy

Screen Auckland enlisted me to create a number of new pages and update many existing pages for their new website. The aim was to get across what Screen Auckland does in an engaging way, showcasing their range of services and other key information for an audience of screen professionals.

Screen Auckland
Case Study

I created a number of film and television related articles and case studies for Screen Auckland's new website including this interview-based case study with Viva La Dirt League. The case study was created to showcase their business success and celebrate the opening of their crowd-funded Henderson studio.

academyEX
New website copy

When education institute The Mind Lab rebranded to academyEX, I was contracted for the launch of their new website. I created a number of new pages and updated existing pages to reflect their engaging, friendly, offbeat tone for the new brand. The audience for this website is students and professionals looking to engage in further study.

Lightforce Solar
Articles, website copy and social media

For Lightforce, I crafted a monthly calendar of copy for social posts that celebrated Lightforce's achievements, their sustainability initiatives and showcased their products to entice new customers. I also wrote a number of articles for their website on various aspects of solar energy and updated some of their website copy.

FloWealth
New website copy and EDMs

FloWealth needed accessible and relatable copy for their new website that made it easy for their clients and potential clients to understand the business of mortgages and financial management. I also wrote monthly EDMs for their growing customer base that shared financial tips and mortgage related updates aimed at the consumer market.

Heliocare NZ
Social media, EDMs and website articles

Heliocare was relatively new to our local market when I began creating social media posts and EDMs to sell their suncare products and raise brand awareness. I also crafted website articles based on science, sustainability and understanding sun protection that were created for consumers and beauty industry professionals.

Eclipse Recruitment
Website articles, EDMs and social media

Eclipse Recruitment were looking to grow their brand awareness and I was engaged to create a monthly calendar of social media posts, website articles and quarterly EDMs. Their audience was both candidates and employers so copy was created to be friendly yet professional.

Trelise Cooper
Website copy

Trelise Cooper was doing a website refresh to update the brand's About Us page and add a new section called Social Responsibility with new pages on sustainability, environment and code of conduct etc. The About Us was created to reflect the premium, feminine nature of the brand while the new section was designed to be factual but easy to understand for Trelise's customers.

New Zealand Maritime Museum
Website copy, EDMs and social media

The NZ Maritime Museum refreshed their website and I was engaged to create several new pages and rewrite others including their About page. Their website has a mixed audience of schools, tourism and history buffs. I also crafted monthly EDMs and regular social media posts.

Journalism

WOMAN
How Bronwyn Designer Sarah Street is redefining modern footwear

In the fast-paced world of fashion, Sarah Street is making her mark as a talented designer and businesswoman, who is redefining modern footwear. The ethos behind her stylish brand Bronwyn is to create footwear that complements the multifaceted lives that women lead, something Sarah innately understands as a working mother.

FashioNZ
Representation Matters: Why plus size models are not a trend

Seeing people that look like you in fashion campaigns, magazines and on social media is powerful. Up until the past decade, you would be forgiven for thinking that only thin, mostly white people wore fashionable clothes as that was all that was promoted in advertising and the media.

Stuff
Where are the Project Runway NZ contestants now?

Project Runway New Zealand sashayed onto our screens in October 2018, with the first local season of the popular fashion reality show highlighting the depth of fashion talent in New Zealand. Fourteen designers competed to be the debut season's winner, as they tackled design challenges...

FashioNZ
Dame Trelise Cooper on lockdown, family and moving forward

It would be fair to say that 2020 has so far played out in a way that no-one could have predicted and while Covid-19 has brought with it immense heartbreak it's also delivered moments of enlightenment and challenged us to rethink ...

FashioNZ
Why brooches are making a comeback | FashioNZ

While we once associated brooches with our grandmothers, younger generations have been embracing the brooch as a stylish and fun way to accessorise an outfit. The popularity of Alessandro Michele's quirky looks for Gucci have often featured brooches with everything ...

FashioNZ
Knuefermann NZFW 2018 | FashioNZ

Turet Knuefermann opens New Zealand Fashion Week 2018. Image by Katherine Tuenter. When it was announced last month that elegant designer Turet Knuefermann would be the prestigious Mercedes-Benz Presents designer and open New Zealand Fashion Week 2018, I knew we were in for an evening of sophistication.

FashioNZ
Maggie Hewitt on the rise of Maggie Marilyn | FashioNZ

It's been a little under a year since designer, Maggie Hewitt, launched her contemporary womenswear label Maggie Marilyn in September 2016, with her debut collection stocked on Net-a-Porter and featured on Vogue.com. It's the kind of debut that fashion designers dream of and while Hewitt made quite ...

FashioNZ
Steve Dunstan celebrates twenty years of Huffer | FashioNZ

You would be hard pressed to find a young Kiwi who hasn't heard of Huffer. The clothing brand has been making its mark on streetwear since 1997 and this year founder Steve Dunstan is elated to be celebrating a remarkable twenty years of Huffer.

FashioNZ
Adrian Hailwood: New Zealand's fashion knight | FashioNZ

There is something magical about the transformative power of fashion and it's an agent that designer Adrian Hailwood innately understands. The craftsmanship and creativity of clothing caught the softly spoken designer's attention at a young age and his keen eye for drawing and ...

FashioNZ
Westside Celebrates 80s Fashion

New Zealand's favourite television family, the anarchic Wests, returned to our screens recently with the arrival of the second season of , the popular prequel to the long-running Outrageous Fortune series.

New Zealand Fashion Museum
Natalie Chan: NZFM Profile

Natalie Chan is such a romantic that she had three weddings to mark her marriage to husband, Ray. Her enthusiasm for weddings has seen her business flourish, making her one of New Zealand’s leading Bridalwear designers. Her name is also synonymous with the hand-made occasion millinery she excels in.

FashioNZ
A Life Lived in Colour: Kelly Coe

Kelly Coe is a woman on a mission to bring more colour into the wardrobes of the women of New Zealand and she's been leaving a rainbow of sequins in her wake since founding her label Augustine in 2008.

FashioNZ
How to Buy Less and Choose Well

Over the past few years the fashion industry and the public have become more aware of the importance of buying well and not buying as many clothes. Since the garment industry is one of the most polluting on the planet it's important that steps are taken to get it under control.

Fashionz
Get En Pointe with Celine Rita

Celine Rita turned to the pastel pretty world of ballet for the inspiration for her new summer and bridesmaid collection, and the result is every bit as elegant as you would expect with such a muse.

New Zealand Fashion Museum
Emilia Wickstead: NZFM profile

Emilia Wickstead has made a name for herself dressing some of the most high-profile women in Britain, including HRH, the Duchess of Cambridge and Samantha Cameron, wife of British Prime Minister, David Cameron.

Fashionz
Harman Grubisa NZFW 2015

It's always exciting when new designers present their first New Zealand Fashion Week show and no debut has been quite as anticipated in recent years as that of Harman Grubisa. Since their inception in 2014 they're rapidly built up a loyal following for their confident collections that are beautifully crafted and encapsulate modern elegance.

Fashionz
MBFWA 2015 - Day 2

Glorious sunshine greeted the second day of Mercedes-Benz Fashion Week Australia as Michael Lo Sordo started the day off at the airy Anna Schwartz Gallery. Taking a departure from his usual tailored trenches and sports luxe looks, this time Lo Sordo opted for a gorgeous display of flowing dresses and separates with goddess-like effect.

Localist
Local Heroes: The Lucky Taco, Auckland

Sunshine, margaritas and tacos sounds like a pretty great way to spend a summer holiday right? When Auckland locals, Sarah and Otis Frizzell, embarked on their dream honeymoon to the USA and Mexico in 2011 they had no idea that their perfect summer of indulging in amazing Mexican food would change their lives.

Localist
Local Find: The Shelter, Auckland

New Zealanders love the excitement of the new, especially when it comes to shopping, we're quick to flock to the latest stores and one of Ponsonby's newest concept stores, The Shelter, has definitely piqued the interest of curious shoppers.

Localist
Local In The Know: Emily Miller-Sharma, Auckland

For some people fashion is in their blood, in the case of Emily Miller-Sharma, the designer of local label Liam, that's more true than most as the garment industry is also her family's passion too.

Mindfood
Spain's new King Felipe IV

Thousands of Spaniards gathered on the streets of Madrid today to celebrate the coronation of King Felipe VI, who ascended the throne in the wake of the abdication of his father King Juan Carlos. Despite Spain’s dramatic football world cup loss the night before, the city was definitely in a party mood with the royal parade through the streets drawing huge crowds of Spanish flag-waving supporters.

Fashionz
Review: Karen Walker at New York Fashion Week - Fall 2014

New Zealand has a proud history in women's rights, being the first country in the world to grant women the right to vote was a thoroughly modern achievement in 1893. Now in 2014, Karen Walker is celebrating those Sufragettes in a contemporary way with her latest collection for Fall/Winter 2014 entitled 'The League'.

Fashionz
Stolen Girlfriends Club NZFW 2013 Review

If fashion week were a party, Stolen Girlfriends Club would be the life of that party, the ones who turn up with lots of drinks and fun-loving entourage intent of having a stellar night, and that's exactly what they did at NZFW last night.

Remix
Lucy Marr

Interview with Lucy Marr Co-Owner of Stephen Marr salons and Lucy And The Powder Room (pages 238 & 239)

Time Out London
The Insomniac's Guide To London

Supplement created in the style of Time Out London, written and designed for my post graduate certficate course at the London College Of Fashion