Lost for words?
Copywriter Amy Shackell has a knack for finding just the right ones.

Amy is a Naarm (Melbourne) based freelance copywriter skilled in:
Naming
Tone of Voice
Editing. Brand Foundations
Brand Messaging
Web Copy
Social Media Strategy + Management
Packaging Copy
Promotional + eDM Copy
& Taglines for days

Amy has created copy for leading brands in:
Skincare
Cosmeceutical and cosmetics manufacturers
Streetwear
Activewear
Footwear
Eyewear
Kids-wear
Fashion
Cannabis
Super yachts
Travel and wellness apps
Bars, restaurants and hospitality
First Nations facilities management
and Sexual wellness.

Words in the wild

Copywriter developing new:
Brand Foundations
Full Website Copy Refresh
Tone of Voice
Brand Messaging
Product Naming + Descriptions
Social + Ecommerce Copy
Campaigns
eDMs
Taglines

Rollie Nation


Footwear
2023-2024

An ongoing and frequent collaborator with Smack Bang working together on:
Tone of Voice
Brand Messaging
Brand Naming
Packaging and e-commerce Copy
Social Content and Strategy
Web Copy
Editting
Taglines

Case studies + examples:
Pepper
Sexual wellness brand

Rompy
Sexual Wellness

Mister Zimi
Fashion brand

Printebebe
Children’s clothing brand

Suburbia
Real estate brand

Best Restaurants 
Hospitality

Upstage
Dance wear

Barni Skin
Skincare

Bloc Cannabis
Cannabis brand

As well as work for Pared Eyewear, Bullet Train Cannabis, Crops Cannabis, Upstate Skincare, Lumar sustainable wetsuits + adventure-wear along to name a few among many additional brands.




Smack Bang

Sydney creative agency
2020-2022

ISLA Social

Marketing and brand mentorship
2021

Little Modern Reader

Sustainable children’s bookstore
2022

Tone of Voice
Web Copy
View here

Web Copy

Brand Messaging
Tone of Voice
Taglines

Soak

Subscription carwash Adelaide
2021

One or Two

Bar

Compass Pizza

Restaurant
2019

XCLSVE

Brisbane streetwear brand
2021

The One Two

Sustainable bra company
2021

Strike
Holey Moley
Hijinks Hotel

Bowling, mini golf and escape room venues
2020

Brand Messaging
Taglines

Web Copy

Social Media Management + Copy

Brand Messaging
Blog Posts
Promotional / Ads / eDM Copy
Taglines

Promotional / eDM Copy
Web Copy
Taglines
Hole Naming
Packaging Copy
Advertisment Scripts

“Amy is a talented storyteller, nailing any brand voice with flavour and flair. Working with Amy is a dream - she is always right on time and bang on brief, I cannot speak highly enough.”

- Tess Robinson
Founder and Creative Director of Smack Bang

Curious? Here’s a couple free words on the house:

Bikini. Maraschino. Elbow. Litigious. Paprika.