WRITING
Let me tell you a story all about how my life got twist turned upside down.
Let me tell you a story all about how my life got twist turned upside down
Twas the brief before Christmas
Last Christmas, the agency wrote a pretend formal case study about rebranding Santa's enterprise. This year’s brief? Tell a new story, but use the same format.
Instead of repeating the same joke, I tore up the brief and wrote a jolly Christmas poem about how the agency helped Santa spread cheer with a campaign promoting giving despite cost-of-living.
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Thanks to the poem, we dropped the original idea and decided to make the poem's campaign for real. We built a site full of festive tips for how to gift loved ones without breaking the bank. The poem led as the hook for readers to discover the microsite from our channels
The site is now gone. But you can still read the poem...
Agency: Structure
Stay ahead in fleet management
As part of a brand upgrade, I wrote all the copy for this fleet management startup’s website.
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Before writing any copy, I developed a verbal identity to help everyone agree on how we want to balance talking to the startup’s two core audiences: the not-so-experienced who needed to feel confident, and the oh-so-experienced, whose confidence needed no reminding.
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With the support of our designers and developers, we made the brand and website appear more premium.
To support this software merger’s brand launch, I wrote the website copy.
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Core to this brand’s strategy is bringing more lightness and emotional appeal to what is traditionally a dry, functional category. So lucky me, I got to sprinkle some subtle, non-distracting humour into some of the pages.
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Get more windows out of the door. Tap into an easier way to create bathrooms. Cook up amazing kitchens. Clear the path to better glass making. The website’s switched up a bit, but lots of these playful injections are still there.
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I did loads of stuff on this project, including brand analysis, landing the brand’s final name, voice and verbal identity, video script and website planning. Go on. Check out the case study.
Bringing spaces to life
Make it amazing
In-your-face outsourcing
I wrote copy for this customer experience team outsourcing firm:
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A long webpage to tell the central positioning story, “relationship-based outsourcing”.
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Visit the longpage
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Several SEO-rich articles
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Read a few articles.
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Digital ad series.
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Flip the carousel -->
ADS, LONGPAGE, WEB COPY, EMAILS, ARTICLES
Everything in-your-face outsourcing.
A CX outsourcing firm with a defiant brand voice. Riding the strategy of "relationship-based outsourcing", I wrote an experiential long-scroll webpage, several keyword-rich articles, led ongoing web copy changes and penned a series of provocative social ads to support sales assets.
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Agency: Velocity, 2021.
I introduced the theme of corrective annotations in headlines to make subject matter more accessible.
The architecture harnesses what's known as quantum tunnelling, creating an unforgeable quantum-computer-safe fingerprint from deviant electrons within transistors of semiconductors.
WEB COPY
A lighter touch for the deepest tech.
It doesn't get more B2B tech than security architecture that harnesses a quantum physics phenomenon to protect IoT devices.
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I wrote all the site's copy (bar the longpage written by an actual semiconductor buff!), working with the client to make the technical clearer for laypeople without dumbing it down for the experts.
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Agency: Velocity, 2021.
Sadly the campaign never got archived on the web, but you can read the case study for more.
DIGITAL CAMPAIGN
Making a new tool more familiar.
I wrote the copy for an interactive campaign to showcase the benefits of a hybrid workspace tool. The campaign helped users understand its value by exploring an animated office.
I originated the idea for the campaign. The copy involved a lot of UX thinking to link users to relevant assets and navigate the animated office.
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Agency: Velocity, 2021.
Carte blanche to give a touch of levity to an OEM brand.
WEB COPY
More than -able to please.
A short job writing a holding company's website. Many opportunities to have fun (and function) to explain their product technology and brands.
Portable. Refillable. Wearable. Sustainable. More than able to please.
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Agency: Stepworks, 2020.
WEB COPY
The FAQs were a great space to show a bit of personality for the consumer brand.
Warmer voice for a cool tech product.
I wrote web copy for a B2B thermoelectrics innovator's site and for their B2C product's crowdfunding campaign. The body-heat-powered smartwatch broke its crowdfunding goal in fewer than 24hrs.
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Agency: Stepworks, 2018-2019.
GDR is where I got stuck into brand strategy and writing. Seeing the great work creative agencies produce made me want to try it for myself.
EDITORIAL
Reporting on brand and retail trends.
I wrote across 11 quarterly innovation reports, 50+ blogs and opinions pieces, and 1,000+ case studies. Here are some old report extracts that survived the agency's transformation into a futures consultancy.
Agency: GDR, 2014-2016.