*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

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

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

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

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

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

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

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

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

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

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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