Before I write your blog articles, press releases, emails and product copy, I put in the research and check out your competitors to ensure you sound clear-cut and in a class of your own.
I’m able to switch neatly between short branded content and long-form copy for a range of clients — from seed start-ups to brand leaders — thanks to my background in lifestyle, culture and news journalism. I’ve fleshed out my favourite projects below, ones that happened to take in beauty, pop culture, placemaking, tech, investor finance, travel PR and fashion.
I spent much of 2021 writing copy for this luxury brand, famed for its exquisitely fragranced Eaux de Parfum and Toilette, Bath, Body, Hair and Home collections.
As acting digital copywriter, I worked on emails, web assets, social media, display and third-party copy for Molton Brown. The copy team were welcoming and lovely and the scented samples even lovelier. Perfume copy brought a renewed serenity to my workspace, and I learned so much about olfactory and sustainability. Thanks for having me, Team MB!
Occasionally, I take on weekend ents-writing shifts and attempt to predict the final curtain for some pretty major players in music. Thought I was pretty spot on with Elton for yahoo! news… thing is, he just keeps coming back for more…
Content strategy + branding
I was thrilled to be content executive on this website for south London’s premier culture hub. Copeland Park is so very central to the community and I really had to get under the skin of what they do here. I led content, strategy, developed tone-of-voice, interviewed residents and created all text for key pages: homepage, about, history etc. I also keyworded client profiles to ensure copy was optimised for searchability — to good results. As management entrusted me to get their entire message across in a suitably authentic way, I found this project to be very rewarding.
When tasked with writing a blog on chatbots versus humans, I couldn’t not weave in a pull quote from 1982’s dystopian sci-fi epic Blade Runner. See if you can work out which one before clicking the link below.
I was the editor for Investor Relations’ magazine’s Global Roadshow Report. Working with the research department, we interpreted and analysed the data thoroughly before I went away and wrote up my findings for this 20-page print magazine insert
PR: White paper
A US PR giant (with McDonald’s and Walmart on its client list), MWW UK reached out as they needed a white paper with a unique UK tone-of-voice to engage travel prospects. I was more than happy to oblige as copywriter on this 8-page direct mail piece.
Style: Trend forecasting
I have a keen eye for fashion, art and design, and this came in handy as copywriter and editor for trend-forecast sites: WGSN and Stylus. At WGSN I wrote up Menswear Design Development SS15, adhering to the season’s four major themes; core, memory, impulse and harmony. I also edited interior and design trade-show highlights, such as Maison + Objet, to a quick turnaround while consulting and writing several new business’ pitches.