Sally Skinner is an award-winning conceptual creative, brand language specialist, and founder of Leapling. With over 20 years of experience across global advertising agencies, startups, and creative leadership roles, she helps organizations shape clear, compelling brand messaging where writing craft meets strategic thinking. Humans of Fuzia is featuring Sally for her work in empowering brands and founders to communicate with clarity, authenticity, and impact. Her journey reflects the power of specialization, creative thinking, and aligning professional work with personal passion.
Tell us about yourself and your journey.
I have spent over 20 years working as a conceptual creative, collaborating with leading advertising agencies, startups, and global organizations. Throughout my career, I worked in creative leadership roles, including writing and brand-focused positions where I developed expertise in combining writing craft with big-picture strategic thinking.
Over time, I noticed a gap in the industry — not all strategists enjoy writing, and not all copywriters think strategically. I realized I could bridge this gap by helping organizations align their brand messaging with strong strategic foundations.
I have always been deeply connected to language. I studied English at the University of Cambridge, trained in copywriting, and pursued creative writing as well. My belief is that the right words in the right order create clarity, connection, and meaningful impact. This philosophy led me to establish Leapling, my solopreneur venture focused on bringing brand language and strategic thinking together.
What is the core focus of your work?
My work centers on helping brands express themselves clearly and consistently. I believe language is often treated as an afterthought in branding, but it plays a fundamental role in building connection, empathy, and business growth.
I support organizations in developing clear positioning, compelling brand stories, consistent messaging, and a distinct tone of voice. Whether working with global companies or emerging startups, my goal is to ensure that their communication reflects who they truly are and resonates with their audience.
I aim to provide a collaborative partnership where clients gain not just content but clarity in their thinking and communication.
Who do you typically work with?
I work with a wide range of clients. For larger organizations, I often collaborate with marketing leaders or brand directors on transformation projects that refine their brand messaging.
I also work with startups and scale-ups, particularly founders who feel their current messaging no longer reflects their evolving vision. Many growing businesses reach a stage where they need consistent communication and clearer positioning, and I help them build that foundation.
Additionally, I collaborate with strategists and creative teams, helping translate complex strategic ideas into inspiring and effective language.
How do people discover your work?
Earlier in my career, I relied heavily on professional networks and referrals from colleagues and clients. Over time, I recognized the importance of building a stronger digital presence.
I developed my website as a platform to share my work and connect with organizations directly. I also engage more actively on LinkedIn and participate in professional communities, particularly informal networks where collaboration and referrals naturally emerge. Building relationships and community plays an important role in growing my work.
What are your aspirations for the future?
As a solopreneur, my primary goal is to build a steady and meaningful pipeline of projects that align with my strengths and interests. I am focused on creating repeatable offerings that deliver value while maintaining sustainability and balance.
I am also exploring new formats such as collaborative programs and training initiatives that help teams strengthen their writing and brand communication skills. Ultimately, my aim is to continue helping organizations think and communicate more clearly while growing a sustainable and fulfilling practice.
What challenges have you faced in your journey?
Running a business as a creative professional presents unique challenges. One challenge is maintaining focus and consistency when managing both creative work and business operations. While strategic thinking comes naturally in client work, applying the same structure to my own business requires continuous learning.
Another challenge is managing the uncertainty that comes with solopreneurship, particularly balancing productivity and rest during slower periods. Finding the right rhythm between growth, creativity, and personal well-being is an ongoing process.
Like many entrepreneurs, navigating uncertainty while avoiding burnout is an important part of the journey.
What message would you like to share with readers?
One important lesson from my journey has been the value of specialization. As creatives, we often want to solve many different problems and explore multiple opportunities, but focusing on what we do best can create deeper impact.
I believe that narrowing your focus and aligning your work with your natural strengths allows everything to become more meaningful and sustainable. When your work reflects what you truly care about, it becomes more integrated with your identity and brings greater fulfillment.
“The right words in the right order create clarity, connection, and meaningful impact.”
Connect with Sally Skinner
https://www.linkedin.com/in/sallyskinner
Want to be featured?
If you’d like to be featured in the Humans of Fuzia series, email fuziatalent@fuzia.com.
