I'm a copywriter, award-winning editor and brand voice specialist with over a decade of experience. I help brands sound like themselves and look really good.
I've worked solo, as part of a consulting team and in-house at agencies as a ring-in. Hire me to lead a project from start to finish, or plug gaps as they appear.
Brand Identity
I can develop verbal identity projects, including:
Plug me in from the discovery phase, have me help articulate what your client has told you about how they want to show up in the world, or bring me on board to develop interactive sessions so your internal teams are all up-to-speed on the new brand voice.
I've done some combination of these verbal identity elements for brands like:
Branded content and editorial
I bring over a decade of editorial experience to all my work. I can provide a sense-check for content strategy ideas teens will think are cheugy, tell you if your press release will strike a chord with a commissioning editor, or lead a branded content project from idea to publication.
Here are some of the print projects I worked on in 2024:
And then there’s Copywriting, the neat little banner all these word-related bits of work (kind of) fall under. I’ve written:
I've named a hotel; crafted copy for bar menus, napkins and coasters; defined the characteristics of deodorants for Gen Z men; and found new ways for the windows of bakeries to tell passers-by there's bread inside.
If you have something to say, I can help you say it confidently, and in a voice that won't make your readers' eyes glaze over.
︎︎︎ Go back
I've worked solo, as part of a consulting team and in-house at agencies as a ring-in. Hire me to lead a project from start to finish, or plug gaps as they appear.
Brand Identity
I can develop verbal identity projects, including:
-
tone of voice guides
-
brand personality work
-
copywriting resources
-
persona traits
-
manifesto statements
Plug me in from the discovery phase, have me help articulate what your client has told you about how they want to show up in the world, or bring me on board to develop interactive sessions so your internal teams are all up-to-speed on the new brand voice.
I've done some combination of these verbal identity elements for brands like:
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ahm insurance
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Melbourne Theatre Company
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Ocean Made
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Australian Museum of Performing Arts
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Smart Company
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Crikey
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Simple Complex
- Carsales
Branded content and editorial
I bring over a decade of editorial experience to all my work. I can provide a sense-check for content strategy ideas teens will think are cheugy, tell you if your press release will strike a chord with a commissioning editor, or lead a branded content project from idea to publication.
Here are some of the print projects I worked on in 2024:
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Rising, Melbourne’s premier arts festival, put me in charge of all the content for the revived editions of mX, Melbourne’s beloved but long-dead free commuter paper. I pitched and managed a team of contributors, juggled the festival's strategic marketing objectives and collaborated with an in-house team at News Corp to get 30,000 copies of something people *actually* wanted to read out on the streets of Melbourne. And it went on to win Bronze in the 2024 Anthem Awards.
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Alongside the talented designers at Pretty Soon, I produced all the written content for Art Gallery of Western Australia’s print program to celebrate the unveiling of the TIME RONE exhibition. The impressive program is on sale in the AGWA gift shop.
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Working in-house at Studio Round, I produced the content in issue no. 1 of The Crush, a print broadsheet published by Her Majesty’s Theatre Ballarat on the occasion of their long-awaited reopening. A lot of research, interviewing, proofing and sense-checking for both accuracy and vernacular that wouldn't have local readers turning their noses up went into this one.
Also with Round, I worked on content for print publications for - Chatswood Chase shopping centre and
- the build-to-rent property developer Home.
And then there’s Copywriting, the neat little banner all these word-related bits of work (kind of) fall under. I’ve written:
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marketing copy for Mecca skincare products
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scripts for Rockit Apples, Les Mills, Nike and Adidas TV spots
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website content for Potato Head Beach Club, the Museum of Australian Democracy and AGWA (and those little exhibition blurbs that go on the walls of the gallery, too)
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event copy for Rising, Zoo Twilights, Laneway Festival and First and Forever
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articles for Intrepid Travel, Telstra, Emporean, Netflix, Keep Cup, Flybuys and AIA Vitality
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profiles of over 130 inductees into the AFL Hall of Fame for the Australian Sports Museum.
I've named a hotel; crafted copy for bar menus, napkins and coasters; defined the characteristics of deodorants for Gen Z men; and found new ways for the windows of bakeries to tell passers-by there's bread inside.
If you have something to say, I can help you say it confidently, and in a voice that won't make your readers' eyes glaze over.
︎︎︎ Go back