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Make
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Shine
I’m a strategist who
likes to think deep and make neat stuff
so brands, products, start-ups and agencies can shine.
For-hire Brand Strategy
& Copywriting Services
Get a strategic-creative type in your corner to take on the stickier challenges of branding and brand building.
Positioning & messaging
Positioning & Messaging
Strategic Brand Narrative
Messaging Frameworks
Mission, Vision, Purpose
Brand Pillars and Values
Taglines / Slogans
Manifesti
Figuring out who you are, what makes you special and how to make the right people care about it.
Interviews
Surveys
Semiotics & Trends
Four Cs research
Workshops
Association Building
The high level brand thinking stuff
Identity & Voice
Identity & Voice
Voice Principles
Voice Guidelines
Editorial Guides
Writing Training
Defining the ways you should look and sound so that you can build trust with your audiences.
Brand Character
Verbal Distinctive Assets
Brand Pillars / Values
Elevator Pitches
The blueprints behind your brand's expression
Naming & Architecture
Naming & Architecture
Name Consulting
Product Naming
Brand Architecture
Product Architecture
Guiding rooms to make big decisions in some of the gnarliest areas of brand.
Naming Workshops
Name Generation
Naming Systems
Trademark Checks
The thorniest puzzles in brand building
Websites and apps that can express a brand to its fullest while getting out of the way of its users and their goals.
User Interviews
User Surveys
User Journeys
Info Architecture
The thinking and writing that shapes clear, useful digital experiences
Microcopy
Metadata Copy
Product Copy
Copy Audits
Sitemaps & Wireframes
Website Copy
UX Writing
Basic SEO integration
Websites & Products
Websites & Products
Video Scripts
Presentations
Sales Enablement
White Papers
Research, reporting and multi-media marketing so good that you won't want to call it content.
Trend Reports
Corporate Reports
Brochures
Books
The stuff people will read and watch to learn, feel and pay up
Social Media
Emails
Newsletters
Landing Pages
Campaigns & Comms
Campaigns & Comms
Pitches
Proposals
Writing Briefs
Selling & Upselling
Improving the work around the work. Let me challenge, optimize or re-conceive the ways things get done to get better results, secure sales and win big.
Brand management
Line management
Workflows & Process
Workshops
The audacity to amp up the way we do the everyday
New Biz Dev & Creative Ops
New Biz Dev & Creative Ops
Let's build in 3D together
The three principles that govern the way I work.
Think
Deeply
Depth is understanding the problem before giving an answer. Focusing on the foundations sharpens outputs, reduces mistakes, saves resources and supports decisions from a place of clarity and confidence. ​
​
We won't be a good fit if you react hastily to flashy objects, lead by assumptions, prefer to ship something over something good, and don't believe in rationales.
Make
Durably
Durably
Craft and care builds trust and enhances value. Durable work survives the traps of trends and threats of propaganda, bends without breaking to change, reduces waste and cultivates relationships with audiences.
​
We won't be a good fit if you think only short-term, get impatient with repetition, treat creative like single-use plastic or wish to dilute your brand and personhood with AI slop.
Shine
Defiantly
Defiantly
High standards and honest creativity. Defiance is owning a point of view, holding nerve and backing ideas with deserving energy, credit and consistency.
We won't be a good fit if you want "safe", you believe you can have everything while sacrificing nothing, you squirm at letting things play out, or you prefer to appease authority than support the truth.
The part where I have to be perceived
I cut my teeth in trend reporting, dipped my toes in semiotic research, found my groove quipping taglines and building brands around Hong Kong and London, recently led all things writing at HSBC's payments app Zing (RIP), and like a phoenix I rise from the ashes as a free agent.
The leaps I've made between strategy and creative, agency-side and in-house, boutiques to corporate behemoth, Ladbroke Grove to Lan Kwai Fong, have sharpened my skills and honed my point of view for what works (and what really doesn't) for companies seeking new ideas, messages and systems that make them shine.
Taken en route to Ap Lei Pai, Hong Kong, 2020. Child-free, skinnier, and more hair.
When words fail you,
I'll straighten them out.
I'll bring my Brand Strategy and Copywriting skills to whatever challenge plagues your branding, content or customer experiences. Let's go!
Focus
for your
brand
Power
for your
product
Growth
for your
start-up
Confidence
for your
agency
Brands I've made shine
