I’m a writer and editorial consultant based in London.

I work with brands to bring clarity to how they present themselves – from positioning and the development of a clear, consistent voice through to guiding how that voice is expressed across websites, social content and campaigns.

My role sits somewhere between writer, strategist and editor: shaping not just what a business says, but how it thinks about communication as a whole. Often, this involves working with teams over time to ensure that voice remains consistent as the business evolves.

I started my career at leading communication arts journal Creative Review, where I interviewed leading figures across design and visual culture, and developed an approach rooted in curiosity, structure and narrative. That editorial grounding continues to inform my work today – whether I’m helping a design-led business articulate its philosophy or refining how a hospitality group presents itself day to day.

Alongside client work, I’ve written and edited books on subjects ranging from guerrilla advertisin g and design subcultures to the emergence of emoji as a global language. I’ve also initiated and collaborated on a range of projects spanning publishing, broadcasting, exhibitions, events and products.

Today, I work directly with a small number of brands, often on an ongoing basis, helping them build a more consistent and considered presence across everything they do.

Recent clients include ABOUD+ABOUD, CARPENTE Architecture, Intercity, FINE+RARE, London City Airport, Engine Group, Framestore, RPM, Because XM, Potato Head Family and South Western Railway.

💻 hello@gavinlucas.co.uk
📱 +44 7957 489 893.