Let's be honest. The world doesn't need more writing. It needs better writing. Smarter. Sharper. More human.
At UP THERE, EVERYWHERE, writing is not just a task or a tactic - it’s a craft. We don’t produce words for the sake of output. We write to connect. To provoke. To make people feel something, think differently, or hit pause for a second. It’s not always comfortable, but it’s always intentional. And in a world overrun with templated LinkedIn posts, algorithm-chasing SEO fluff, and AI copy churned out in milliseconds, we take a different route. One lined with character, clarity, and something Julian Stubbs once called "the audacity of saying something that actually matters."
So what exactly makes writing at UP... well, UP?
Write as if you are being read
It starts with voice. A real one. Every blog, article or insight we put out is written by someone with a pulse and a perspective. You can hear it in the tone. Julian’s pieces have the rhythm of someone who’s been around the block and isn’t afraid to poke at sacred cows. He asks big questions. Boldly. "Has the world fallen out of love with the Swedish brand?" That title alone caused a stir. But here’s the thing: he backed it up with thought, data, and context. That’s the sweet spot we aim for. Not provocation for the sake of it, but provocation with purpose.
Robert England’s tone of voice also defines the UP writing style. He may be focused on science, but his main effort is to bring human qualities to everything he writes about - curiosity, humour, fascination, even scepticism. Whether reflecting on a moment in Rome or dissecting the role of AI in marketing, his writing doesn’t just inform - it invites. There’s room for thought. Space for curiosity. It’s what makes his work linger in the reader’s mind long after the final line.
That’s another thing: we don’t do beige. We don’t play it safe. The writing we strive for is layered and real. And it all starts with one thing: the headline. Julian has long said the title is where the game is won or lost. It’s your one shot to get someone to lean in. That’s why our titles often carry a punch - not clickbait, but click-worthy. A title should ask something. Tease something. Even dare something.
Good writing, the kind we believe in, isn’t about flexing vocabulary or ticking boxes. It’s about structure and flow. Knowing when to hit hard and when to hold back. Some sentences punch. Others stretch. We vary the rhythm like a song, keeping the reader engaged without them even realising why.
We also start from a place of truth. Real stories. Real people. Julian might open with a bold claim. Robert might take you to a dinner table in Rome. But both know that relatability is what brings a reader in. You don’t get trust without honesty. And you don’t get emotional responses without risk. We write as if we’re being read - because we are. Every sentence is crafted with the awareness that someone is on the other side of the page. That awareness brings warmth, clarity, and intent to every line.
Remember the importance of place
In 2023, we took a group of our writers to Oxford for a creative retreat. Picture stone courtyards, cobbled alleys, centuries-old libraries, and creativity that stretched late into the night. But this wasn’t about nostalgia, it was about sharpening our collective edge. In those few days, ideas were challenged. Perspectives reshaped. People who normally work behind screens got in a room together and shared - openly, creatively, vulnerably. It was a moment of alignment, and a reminder: great writing comes not just from skill, but from shared ideas, sharpened perspectives, and the freedom to say what you really mean. Because writing thrives in a sense of place, it roots ideas. Makes them feel lived-in, tangible. It’s something we value deeply - not least because Julian and Robert, two of our key writing mentors at UP, have long been involved with Dark Angels - a writing collective that champions the creative power of place, among many other writing skills. Their philosophy continues to influence the way we think, write, and teach others to write. You can learn more about them here.
That brings us to one of our strongest principles: #AlwaysAddHuman. In an era obsessed with automation, we’ve taken a stance. Not against AI - we use it, we explore it, we even challenge it - but against the deletion of humanity in creative work. Robert summed it up perfectly:
"AI can inspire. But it can’t replace the rawness of lived experience, the nuance of emotion, the spark of intuition."
Always add human to science and technology
This is especially true in our scientific and technical writing. We work with complex ideas - but we don’t believe in hiding those ideas behind jargon or overly academic language. Our goal is always clarity. To make the difficult understandable. To make the abstract feel human. We admire publications like The Economist for this - their ability to say smart things simply is something we aim to reflect. Here’s their style guide if you’re curious.
And those things matter. Because at the end of the day, people don’t remember you for being polished. They remember you for being real. For saying something that made them laugh. Or a question. Or nod silently because, for once, someone finally said what they were thinking.
That’s why we write like we do at UP. We don’t write to impress, we write to connect. We don’t write to perform, we write to persuade. And we don’t write because we have to, we write because we care.
So if you’re going to put words into the world - make them count. Be bold. Be clear. Be human.
That’s how we write.
And that’s how we win people over, one word at a time.
Looking for words that work?
UP THERE, EVERYWHERE has a range of global writers covering various styles and focus areas, from journalistic to content to PhD science writers.
We don't just talk about writing - we do it. Every day. Across borders, sectors, and formats. We specialise in:
- Brand and creative storytelling
- Scientific and technical writing
- Copywriting and content strategy
Our team includes PhDs, novelists, former journalists, and multilingual communicators. Whether you need a sharp campaign hook, an in-depth white paper, or a global rebrand - we have the writers to match.
Need words with weight? You know where to find us.