WORDS by Erika Loch is a bespoke service geared at illuminating and showcasing the distinguishing features of artists, brands, collections, collaborations, events, exhibitions, galleries, hotels, private clubs, restaurants, unique spaces, and venues through the lens and medium of poetry.

I side-stepped into brand and business development at luxury brands Pringle of Scotland and Ports 1961 before taking on niche and more novel endeavours in ecommerce, technology, fine watch customisation, and multi-brand environments with a number of groundbreaking projects and startups ranging from the launch of a multibrand fashion e-tailer in Dubai to the commercialisation and expansion of a virtual-reality based technology that revolutionised the ecommerce experience for brands including Jimmy Choo, Ted Baker, and Harvey Nichols.With proficient experience in developing and delivering niche projects, and operating in both established and start-up brands across all major categories, in 2017, I co-founded PROJECTile - a unique consulting network - offering an array of creative and business services for SMEs, minus the fancy agency price tags.

My Wheelhouses-

Creative and Commissions –
Artistic compositions (Poetry and Prose), Blogwriting, Ghostwriting, Letter writing, Speech writing and editing, readings and recitals.Commercial –
Brand storytelling and TOV, B2B and B2C Communications and Collateral, Deck building and editing, Newsletters, Press Releases, Product and Category descriptions, Profile pieces, Slogans, and Web Content.Consulting -
Advisory, Brand and Business Development, Collaborations and Strategic Partnerships, Panel Moderation, Strategic Planning and Development, and Stakeholder Relations.

Amplify the client experience and nurture engagement with patrons. We can all take a pretty picture away, but thoughtful, evocative words are harder to come by. Prose demands more focused attention from the consumer. Whilst also being highly transportable, a printed poem can extend the life of customer engagement and interaction well beyond the store or event experience, in a personal, meaningful, and understated way.Differentiate from and stand out from the crowd and the competition. Words create touchpoints beyond the physical experience. They can foster imagination in the moment and conjure future memories whilst offering endless deployment options – your custom poem can be featured in full, on a bespoke tear-away, branded poem pad for clients and guests to take away with them, on the wall in your boutique or venue, in cloakrooms and dressing rooms, VIP Suites and Green Rooms , on menus, in newsletters, via social media, etc. You can also extract your favourite lines to feature on windows, walls, receipts, stationary, and other products and gifts.Punctuate your exhibition, opening, or special event and elevate your brand and guest experience with an original, custom composition and recital to capture the moment beyond photography and mark the occasion with distinction.

Moving to the UK blew my world open and became a gateway to adventure, culture, travel, and endless opportunity to expand my horizons both professionally and personally.In pursuing a career in the fashion sector, my professional path maintained a close connection to the creative and afforded me a journey that straddled the commercial and the creative during a period where business increasingly collaborated and intersected with the art world. This time was also marked by the emergence and ‘disruption’ of technology and ecommerce; the birth of social media and an ever-growing demand for content.Having a knack for words, a deep appreciation for quality and craftsmanship, and a joy for writing, I have written and developed copy of all manner for a host of diverse brands - for websites, brand stories, product and category descriptions, B2B/B2C communications, newsletters, slogans, sales collateral, press releases and pitch decks (my portfolio is available on request).
I have had the opporunity to work with incredible brands, people and I have collaborated on so many exciting and unique projects along the way. All of which have informed my approach and perspective.
Some of these include work with Aimee Joyce London, Comme des Garcons and Dover Street Market, Carole Bamford, Central Saint Martins and Professor Louise Wilson, David Shrigley, Bergdorf Goodman, Jim Gold, Clare Waight-Keller, Frameless, Harrods and Marigay McKee, LaCalifornienne, Marie-Chantal, Roman Road Gallery, The Royal Academy, Saks Fifth Avenue, W1 Curates, Villa Lena, and late, dear friends and colleagues, Antonella Canevari and Brooks Thomas who taught me more than I will ever be able to thank them for.Observing what I perceived to be an industry-wide move to a more formulaic business strategy and the championing of profits over quality and substance, I spotted an opportunity to work differently.And so, in 2017, I co-founded PROJECTile where I could operate more freely as an independent consultant to support and focus on businesses, brands, and organisations with a beating heart.

Contact

If you are in want of a wordsmith in the launching or re-launching a brand, product, or service and/or interested in commissioning a poem; if you are looking for fresh ideas or creative solutions, please get in touch for an exploratory chat at [email protected]