Adam Welch

commercial   journalism   fiction   about 

Copywriting, TOV and content strategy.

CX launch

New comfort. New movement.

Working with Converse’s in-house copy team to define a new personality,  tagline and messaging structure for the brand’s new CX range. Adapting the confident, strident tone of Converse’s 1970s advertising to communicate the latest developments in comfort and design technology. 

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Crisis campaign

Take Root. Branch Out. 

A campaign tagline, hashtag and TOV to bring together Mulberry’s reactive social content initiatives during the Covid-19 crisis. Reinterpreting Mulberry’s brand DNA and tree logo into a rousing slogan that’s instructional, inspiring, and appropriate to the circumstances. 

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Mr P. launch.

Easy Pieces. Sharp Details. Enduring Style. 

Campaign tagline, manifesto,  messaging structure and social strategy for Mr P., the in-house brand from menswear e-tailer. MR PORTER.

Read the manifesto >


Fast. Cult. Sexy. 

A new tone of voice, site copy, lookbook taglines and manifestos and product copy for the legendary New York brand’s relaunch in 2017. Drawing upon Fiorucci’s history of impulsive irreverence to communicate with breathless enthusiasm and a wink in the eye. 

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Giuseppe Zanotti
Site relaunch

For the love of shoes. 

Reinterpreting the passions of the brand’s founder into a distinct, rebellious tone of voice that makes the most of its showstopping pieces. Creating a range of content pieces around the brand’s heritage, history and inspirations. 

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TOV & Content

Understated elegance. 

Working with the historic Italian tailoring house Canali to launch a new, fully editorialised website with a new TOV and content strategy. Creating content franchises including the video series 200 Steps, featuring Barber Osgerby, Toby Stephens, Michael Douglas and more. 

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