I've been creating content for nearly a decade, combining a strategic approach with an understanding of consumer insights. I'm at home producing tone-of-voice guidelines, creating print and digital media campaigns across B2C and B2B, briefing designers, writing positioning statements, developing thought leadership pieces, and everything in-between. I've been a curator, a copywriter, and have run my own design agency, which translates into a range of skills including project management, content development and impact measurement. I'm also fluent in all the major Adobe applications (InDesign, Illustrator, Photoshop).
With degrees from the London School of Economics (philosophy) and Kingston University / the Design Museum (design curation), I combine an analytic approach with a design-led vision and keen awareness of trends, especially in the areas I'm most passionate about: social change and technology for good.
I love working with companies that are changing the world, and with people who aren't afraid of big ideas. What can we create together?
( 01 )
Over the past three years I've worked with agencies, with strategist Uri Baruchin, and independently as a creative strategist and copywriter.
See [+] for examples.
> GoCardless (Nov 2020): With Mellor & Smith agency, wrote creative ad campaign copy including LinkedIn carousels, themed gift sets for VIP buyers. [+]
> Canopy (Oct 2020): With Mellor & Smith agency, developed tone of voice and website / ad campaign copy for Canopy, positioning renting as a good choice for millennials and reframing pain points. [+]
> Nesta (Sept 2020): Produced Workers Take on Change, a series of interviews and articles that explored how automation is transforming the way we work and how COVID-19 is speeding up that process. [+]
(Oct 2020) Produced People Power in Action, a series on the way people are transforming democracy & redefining community.
> HomeServe Now (Aug 2020): Developed tone of voice and copy for new HomeServe subscription-based initiative, including all website copy, email list segments, FAQs, and a campaign offering Key Workers free emergency repairs during lockdown. [+]
> CruxOCM (2020): Developed brand narrative and tone of voice guidelines for a company pioneering Robotic Process Automation in control rooms. [+]
> Lloyds' Clean Energy (2020): Developed creative routes for a campaign to raise awareness of upcoming changeover to the certification process, with the chosen route implemented across digital and print. [+]
> Lloyds' Register (2019): With Uri Baruchin, created brand narratives and campagin ideas designed to humanise an industry often seen as sterile. [+]
> Genesis Global (2019): Created a tone-of-voice book and a content development strategy for Genesis global entertainment brand.
> InterTrader (2019): With Uri Baruchin, developed creative strategy for rebranding of InterTrader to attract new client base of HNWI Individuals; including conducting an RDI analysis; contributing creative campaign ideas and copywriting with We Three Design which were implemented across print and digital campaigns; contributing to the scripting of a video ad on Bloomberg. [+]
> Nettitute (2018): Developed creative campaign ideas for new cybersecurity consultancy owned by Lloyd’s Register (with Uri Baruchin) implemented across print and digital. [+]
> Air Italy (2018): Created new tone-of-voice guide and digital media strategy to reflect a more distinctively ‘Italian’ brand with upmarket appeal.
> King’s College London (2017): Developed narrative and brand architecture for the Department of Informatics website.
> YMCA (2016): Supported strategy development for a new YMCA branch post-merger. (with Paul Leo)
Freelance creative for Honey Creative, working on brands including Harrods, Tossed, and Tesco.
Highlights: Copywriter for a full rebrand of Harrods’ Food Hall Everyday product range, developing copy for 200+ products with an emphasise on artisanship and provenance.
Also developed tone of voice and logo development for Tossed salad bar, winner of a DBA Design Effectiveness Awards. (with designer Andreas Pohancenik)
Between 2010 & 2014 I held several communication roles in the cultural sector, including Arts Curator and later Higher Education Programme Manager at the Science Museum, where I designed and delivered an impact-focused programme to engage a new core audience of millenials, including workshops, university outreach, and Lates events. Highlights included a record-breaking Lates in collaboration with the London College of Communication, and ‘Democratic Dance’ event featured on BBC Click.
( 02 )
MSc, Philosophy of Logic & Scientific Method
London School of Economics
MA, Curating Contemporary Design
Kingston University & the Design Museum
Visiting course tutor, design & science
Kingston University (2011 and 2014)
Guest lecturer, Telling Stories with Data series
Kings’ College London (2018)
( 03 )
Writer in Residence at Kings’ College London.
Researched and wrote a series of speculative stories about technology and the future. Read 'Fair Arbiters' story here
Co-founder of Skyscraper Publications with Karl Sabbagh, formerly Executive Director of Science and Features at the BBC. Worked across editorial, sales, and marketing: publications were reviewed in the Times, London Review of Books, Evening Standard, VICE, the Spectator, Wall Street Journal, and SFX magazine.
Judge for DreamLab, a science and design competition in Beijing run by the British Council, together with Michael Johnson of johnson banks and other design industry leaders.
( 04 )
Writer on design-related topics for Creative Review, New Scientist, and other publications.