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I work with brands to channel their core values into strong, written content that resonates. I balance editorial expertise and conviction with a background in building brands. Clients include: Companies aitor throup // asos // diesel // floom // fluuuid // foxall studio // fVf hostem // investis // lncc // maison margiela // microsoft //mr porter nike // okun // oyuna // rolls-royce // semaine // siemens // the builders club Publications freunde von freunden // i-D // protein // vice A Little More Detail... I'm a highly adept and motivated content strategist and copywriter, with experience driving the written content of companies from blue-chip to start-up. I'm capable of maximising an intuitive, cutting-edge creative approach within varied set briefs, budgets and timescales. As a key part of the founding team at LN-CC, I gained experience in intuitively building a brand/retail operation very quickly from start-up to global recognition as an industry leader, known for its uncompromising and disruptive take on the world of high fashion and luxury retail. I have direct experience of content creation, management and activation across a wide range of channels essential to a strong brand experience. I also write for a number of world-renowned publications, drawing on my professional experiences and own interests in everything from fashion to music to architecture to current affairs. I contribute regularly to i-D, Vice, Freunde Von Freunden and the editorial side of Mr Porter. I also regularly channel my thoughts and observations into trend forecasting-type pieces for Protein's highly influential reports. In December 2016 I was asked by Freunde Von Freunden to host their inaugural 'creative conference in Berlin, speaking and moderating on the subject of future urban living.Locked Pro Plan feature
MR PORTER were nice enough to give me a new monthly column to talk about various pieces of culture I'm interested in, tied together around a particular topical theme of my choosing. The first edition went live the week of the presidential inauguration, inspired by the departing Obama and his belief (like forebears Lincoln and MLK) in America as a 'great unfinished project.'
I write about music for Vice Media on their Thump platform, predominantly in a way that interweaves my personal musical tastes into a narrative about cultural/current events.
Founded by Terry Jones in 1980, i-D is one of the world's most iconic and influential fashion/youth culture publications. I intermittently contribute expansive/in-depth features on a range of subjects that pique my interest, sitting alongside the incredible visual content they've been creating for almost four decades.
Freunde Von Freunden is an influential platform for long-form writing on culture as well as an agency working with a roster of international companies - I work for both sides of the business on written content, crafting features on everything from architecture to fashion for their editorial platform and clients such as BMW Mini and Siemens. In December 2016, I hosted their inaugural day-long 'creative conference' in Berlin, The Sooner Now. I spoke and moderated on a variety of topics around the central theme of 'the future of urban spaces.'
Floom is a beautifully curated and innovative online marketplace for florists, heavily backed to topple the homogeny of the current corporate flower-sellers ruling the roost. I worked with its inspiring founder from pre-launch to help craft the brand and tone of voice, before continuing to contribute a wide range of assets, from editorial content to newsletter campaigns.
I was called upon by the corporate marketing agency Investis to work on a relatively large-scale relaunch project for their client, Rolls-Royce. I worked predominantly with the Head Of Content and the Creative Director on crafting a new tone and company for Rolls-Royce.com, and my work spanned everything from landing page messaging to content pages to copy for digital campaigns across a range of platforms. The focus was primarily on helping the brand to speak to a new generation of 'digital heroes' - those bright young minds who may not necessarily see Rolls-Royce as pioneers within the digital arena.
I was called upon by the corporate marketing agency Investis to work on a relatively large-scale relaunch project for their client, ASOS. I worked predominantly with the Head Of Content and the Creative Director on crafting a new tone and company for ASOSplc.com. The focus was primarily on finding ways to make a wealth of corporate-facing material stay relevant to its primary audience whilst also reflecting the more youthful energy of the customer-facing business.
I worked with the supremely talented guys at Builders Club on a commissioned film for Microsoft Research. I wrote the script, in the form of a voiceover narration.
Originally hired in a consultancy capacity, I took on a full-time position in order to help this globally established luxury brand with their short and long-term aspirations. - Working directly with the Managing Director and Creative Director to identify and exploit new opportunities that would stay true to the core values of the brand whilst offering meaningful growth. During my time at the company, notable new accounts to begin stocking OYUNA have included Selfridges, Barneys, Liberty and many more. - Taking ownership of the e-commerce platform, content creation and communication through multiple channels, for B2B/B2C/press audiences. - Recruiting and managing a varied team of contractors to execute both creative and functional briefs: from graphic designers, photographers and models to freelance PR, printing presses, logistics companies and web developers. - Balancing the creative aspirations and multichannel requirements of the brand with the budget and resources available across a wide range of long and short term projects. Including: production of all printed/digital materials, improvement of oyuna.com UX (ongoing) and production of ‘events’ such as Paris Fashion Week presentation and London Design Festival exhibitions (included in Wallpaper*’s Top 20 of the entire festival, 2014).
I worked with the founder and creative director of this pioneering fashion company to help launch their first ever womenswear offering. It was my job to distil their vision down to the written word, in a suitable format for PR communications.
Starting as a product copywriter, within 3 months I was promoted to a senior role within the content team. As a key member of the founding team I worked directly with the partners in a period that saw staff grow from 15-60 persons, revenues increase approximately 10-fold and a host of international accolades including a Design of The Year nomination from the British Design Museum. - Responsible for planning and writing/editing all major written content/communications across various channels. - Overseeing all copy-related content on the site including the management of two in-house copywriters and a translation team of 5+ working in 5+ languages both in-house and remotely. - Involved in all aspects of the LN-CC brand development/evolution from buying to marketing to e-commerce.
My feature on the Hampstead-based weaver Amy Revier was chosen as one of the top five pieces to be published on Freunde Von Freunden in 2016, shortlisted from many hundreds - if not thousands - of pieces.
An exhibition that myself and the Creative Director of OYUNA put together was chosen as one of Wallpaper* Magazine's Top 20 of the entire exhibition, from the 350+ showing. http://www.wallpaper.com/london-design-festival/2014/preview
LN-CC took the number one spot in the influential lifestyle magazine's rundown of the best shopping locations in the world. http://uk.complex.com/style/2013/08/best-stores-in-the-world/ln-cc
LN-CC shortlisted as one of the Design Museum's Designs Of The Year 2012, featured in their accompanying exhibition. http://2013.designsoftheyear.com/tag/ln-cc-store/