Using my knowledge of lifestyle, culture and commerce, I construct on-brand conceptual and long-form copy for a variety of clients – from seed start-ups to brand leaders. Recent projects include fashion forecasting, placemaking, PR, investor finance and inflight publishing brands for WGSN, Futurecity, MWW-PR, IR Magazine and British Airways to name but a few.
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…
Web branding + content strategy
I was thrilled to be content executive on this website for south London’s premier culture hub, Copeland Park. The cultural quarter is central to the community so I really had to get under the skin of the brand. I led content, strategy, developed tone-of-voice, interviewed residents and created all text on key pages: homepage, about, history etc. I also keyworded client profiles to ensure copy is optimised for searchability to good results. As the Copeland Park team entrusted me fully, to get across its authentic message and story, I found this project a truly rewarding experience.
When tasked with writing a blog on chatbots versus humans, I had to weave in a pull quote from 1982’s dystopian sci-fi epic Blade Runner.
I took on the role of Investor Relations’ magazine’s 2015 Global Roadshow Report editor. Working alongside the research department, Interpreting and investigating the data thoroughly, I then wrote up my findings for this 20-page print magazine insert
PR: Travel 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 prospects to its travel sector. I was more than happy to oblige as copywriter on this 8-page direct mail piece.
Style: Trend forecast copy
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.