Welcome to Lumen & Fox

If you’ve visited me here before, you might have noticed a few changes recently. Having traded for almost five years as Sally M Fox Copywriting, I now go by the name of Lumen & Fox. To accompany the new name, you’ll notice beautiful new visual branding. Here, I dig into what’s changing, what’s staying the same and why.

You know when you walk down the high street and notice the nice coffee shop is having a bit of work done? And you think to yourself: Ooh I hope they still do the brownie I love. And: I wonder if there’ll be anything new on the menu. And finally: I hope the nice barista who makes my coffee just how I like it still works there. Well, that’s what’s happened here.

So, what’s new?

🌿More brand voice for brave businesses

🌿More affordable services for plucky startups and solopreneurs

🌿More cohesive visuals and streamlined services

🌿Same hands, eyes and ears on your project (mine)

🌿Same focus on conversational copy with a creative streak

🌿Same fool wave at the end of the Zoom call

Why Lumen & Fox?

Perhaps the most scary puzzle piece in gearing up for the rebrand was grappling with the name of my business. Sally M Fox Copywriting served me well for almost five years. It felt the most ‘me’ (duh), it set me apart from everyone (except that cotton scientist in the US with the same name) and it earned me the nickname Sally ‘Mug cake’ Fox.

But like the skinny jeans I owned when I was 18 and my collection of sad indie CDs, I’ve outgrown it. And despite naming brands for clients all the time, it’s surprisingly hard to do it for yourself. (Like dying your own hair. Fiddly, time-consuming and you need someone to check you've done the back properly.)

It had to feel like mine but be less about me. It had to say something about my services.

So, I’d like to introduce you to 🌿Lumen & Fox🌿

Lumen for illuminate: the key to brand language work.

Fox because this is brand language with bite.

Brand values

And all of this ties in nicely with my updated brand values.

Creative

Let's draw outside the lines, mix pencils with paints, find what’s distinctive and shout about it. Only then can we make the mark we were born to make.

Collaborative

There’s no rabbit out of a hat magic here. Whether with clients or community, I believe in creating collaborative spaces where we work as equals with a common goal.

Thoughtful

Everything I do is grounded in logical thought and careful strategy. You’ll never find word salad or writing for writing’s sake.

Joyful

Let's bring the focus back to fun. It's the best way to keep growing and evolving, excited and optimistic for whatever's around the corner.

A new niche?

Which leads me on to you, my ideal customer. You may have gotten to know me for writing about sustainable businesses. And I still do! But I want to live in a future where all businesses are sustainable and don’t need to shout about it. As Stella McCartney recently said, “If I’m doing my job right, you shouldn’t see any of the sustainability.”

So henceforth you’ll find me writing brand language for brave businesses. Plucky businesses who want to make their mark. Head-above-the-parapet brands who were born with a mission. Have-a-go organisations who know there’s a better way to do things.

Any questions? I’d love to hear from you at my shiny new email address: sally@lumenandfoxwords.com