*For Money
About Me
I know you’re only here for the copy. It’s fine. I get it. I’ve been a professional writer for years and I’m quite good at it. You probably don’t care about my hobbies or what books I like or the time I got a Wordle in one. Really, it’s fine. But you need engaging copy that sells your vision and I can write it for you. All you have to do is ask. Just email me. Or check out some of my previous work below first and then email me. That’s also fine.
Client
Project
Type
Trim
Corporate Rebrand
Brand ID & Naming
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Project
Corporate Rebrand
Type
Brand ID & Naming
Roles
Creative Lead
Copywriter
Strategy Consultant
Summary
What started as ZyseMe, an ecommerce tool for customising apparel, had become something much bigger – a suite of digital tools for enabling apparel manufacturing on demand. I consulted on brand strategy, renamed the company as Trim, developed the new brand voice, and hired and managed freelance designers to create the visual identity.
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Montblanc®
Summit Campaign
Website Copy
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Project
Summit Campaign
Type
Website Copy
Role
Copywriter
Summary
One of three projects for Montblanc. Summit was the brand’s first smartwatch. I was responsible for all website copy based on the “Be Ahead” creative concept. It was fun to adapt Montblanc’s conservative, upmarket voice for a more forward-thinking and accessibly priced product.
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Honeysuckle
Brand Voice & Website
Website Copy
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Project
Brand Voice & Website
Type
Website Copy
Role
Copywriter
Summary
We broke a lot of rules on this one. The client approached me with a simple strategy: Their main competitor's copy was as boring as watching an accountant play Minesweeper. They wanted to be the antithesis of that, cheeky and edgy, to capture all the customers who couldn't stay awake through their competitor's sales pitch. I helped them shape a brand voice that felt authentic to them and that they'd feel competent and comfortable communicating in. Something that would push the proverbial line without crossing it.
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Jägermeister®
Manifest Campaign
Website Copy
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Project
Manifest Campaign
Type
Website Copy
Role
Copywriter
Summary
Manifest is Jägermeister’s entry in the premium spirits market. I created the landing page copy from a foundation of existing pre-launch promotional materials. A notable challenge was developing a unique tone for the product while keeping the voice in line with Jägermeister’s new brand identity, which was still being finalised at the time.
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Avilinga
Pitch Deck
Presentation Copy
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Project
Pitch Deck
Type
Presentation Copy
Roles
Copywriter
Editor
Summary
Avilinga is a language services company focused on the aviation sector. This pitch deck needed to be turned over in just a couple of days so drew heavily from other materials I'd done for them. That made it a handy portfolio piece. It's a compilation of work done for a regular client, with just a sprinkling of new content on top.
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Bayer®
Ultravist Brochure
Print Copy
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Project
Ultravist Brochure
Type
Print Copy
Role
Copywriter
Summary
Ultravist is a contrast medium for enhanced X-ray imaging. This brochure aims to convince medical buyers and radiologists of the benefits of Ultravist while demonstrating how it can be used safely and effectively. This job required a great deal of research and familiarising myself with medical vocabulary, but I was also conscious of keeping it from sounding too technical or academic.
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Jane Lomax-Smith
Adelaide Mayoral Campaign
Website Copy
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Project
Adelaide Mayoral Campaign
Type
Website Copy
Role
Copywriter
Summary
Jane Lomax-Smith was running for reelection as Lord Mayor of Adelaide after more than a decade away from politics. Having announced her candidacy mere hours before the deadline, we had just two days to build the website as the cornerstone of a multilingual electoral campaign. In very little time, I created copy that could be translated quickly into five other languages and set the tone for all future campaign communications. My work helped our “Proven Candidate” to victory in a tightly fought contest.
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Perera-Picco Foundation & Fund
Website
Website Copy & Wikipedia
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Project
Website
Type
Website Copy & Wikipedia
Role
Copywriter
Summary
The Perera–Pico Foundation was established to support and promote Australian Aboriginal and Torres Strait Islander artists. The intention of the website is to provide information about the foundation’s collection and fund, part of a broader educational strategy to improve the visibility and value of Aboriginal and TSI art. I also wrote biographies and set up Wikipedia entries for the many artists not previously represented on the platform.
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Amsterdam Dance Event
Tribute to Oliver Sacks
Editorial
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Project
Tribute to Oliver Sacks
Type
Editorial
Role
Journalist
Summary
When neurologist and author Oliver Sacks died, I was commissioned by DJBroadcast to write a tribute, having read his work extensively in preparation for previous articles. This one draws heavily from an interview I conducted with Sacks’ colleague and friend, Concetta Tomaino, and was selected for inclusion in the Amsterdam Dance Event’s Black Book, published to commemorate the festival’s 20th anniversary.
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ZyseMe x H&M® Lab
Case Study
Long-form Content
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Project
Case Study
Type
Long-form Content
Role
Content Writer
Summary
I was responsible for all copy and content at tech startup ZyseMe (now Trim) for four years, including newsletters, blogs, social media posts, and longer form content projects like this case study. It details the company’s custom-sizing collaboration with H&M’s innovation wing, aiming to demonstrate how ZyseMe can be tailored to the needs of potential clients’ supply chains.
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