My projects
I’ve designed content for start-ups, non-profits, and global companies including Emirates, Miele, MINI, Montblanc, Siemens, Virgin, and Yakult.
Anxiety Empire
This print magazine explores how systems of society impact mental health. I was selected by LOTI as one of their ‘Top 50 change-makers and pioneers’ for my work on the magazine.
Role: Creative director and editor in chief
Skills: Collaboration, concept, copywriting, creative strategy, editing, project management, team lead
Bloom
I led a team in developing research-led content which boosted user retention by over 30%. A content modelling project created internal efficiencies, and I also wrote CRM emails, UX copy, notifications, and social assets.
Role: Head of writing
Skills: Agile, collaboration, content development, content modelling, creative strategy, scriptwriting, team lead, user research, UX writing
Ladbrokes
This campaign doubled the advertising ROI and saw Ladbrokes become the most recognised betting brand of the year.
Role: Senior creative copywriter
Skills: Concept, copywriting, art direction
Miele
This project required translating technical jargon into simple language, writing video scripts, and deciding how to communicate complex product information.
Role: Senior creative copywriter
Skills: Concept, copywriting, scriptwriting
Montblanc
The concept for this campaign was inspired by a racing mindset: “To win without being truly challenged is to win without glory.” In line with the concept, creating the project had some challenges. But the campaign exceeded the KPI so I’d call that a win!
Role: Creative director
Skills: Copywriting, creative strategy, team lead
My Probate Partner
To increase sales, I created a user-centric content development process. The process involved theming data to understand user needs, writing user stories, refining content, and improving accessibility.
Role: Content designer
Skills: Accessibility, agile, content development, copywriting, Figma prototyping, SEO, user research, UX writing
Siemens
To launch the revamped Siemens HR portal, I created a set of campaign assets, ran a naming project, and crafted comprehensive tone of voice guidelines.
Role: Senior copywriter
Skills: Concept, copywriting, tone of voice
Speculative design
My projects have been exhibited around the world including in New York, London, and Seoul. The aim of the work is to stimulate critical thought about how things are, how they could be, and how we want them to be.
Role: Speculative designer
Skills: Concept, scriptwriting, project management
Yakult
The goal was to relaunch Yakult in the most yakulty way possible! These press ads were part of the campaign which won a graphite D&AD pencil.
Role: Copywriter
Skills: Copywriting
