About me
Imagine every word is an opportunity to make someone think, feel or do something that benefits your business. I help brands seize opportunities by finding the right words for you.
Projects
- Brand building // Further East brand book (2019)The Challenge: As a young event brand in its second year, Further East had a strong design aesthetic but no definitive conceptual brand. This resulted in a lack of clarity over marketing messaging and limited cohesion between the various teams working on the product, which impacted marketing effectiveness and internal productivity. The process of creating a slogan had already been attempted by various individuals and teams in isolation with minimal success. The Opportunity: We wanted to crea
- Brand consulting // We Are Africa brand book (2019)Despite having been around for over five years, We Are Africa didn't have a brand book that encapsulated what it was all about. Having originally created the Not One Story tagline, I consulted on the brand purpose, mission and vision while my direct report, Lucy, led the project from a creative point of view.
- Brand consulting // PURE Life Experiences rebrand (2019)Having been through many iterations in its decade-long life, B2B high-end travel event PURE Life Experiences needed a cohesive, mature brand that would reflect its status as one of the most respected networking platforms in the industry. Having previously created the Change Worlds tagline, I consulted on the brand personality and tone of voice as one of my direct reports, Lucy, led the project from a creative point of view.
- Brand building // This is Beyond rebrand (2019)The Challenge: Beyond Luxury Media existed for more than 10 years as little more than a holding company for several sub-brands in the B2B luxury travel events industry, including PURE Life Experiences, LE Miami, We Are Africa, Further East and Conservation Lab. As the company’s portfolio and team grew, there was an increasing disconnect between the various tight-knit communities associated with each sub-brand, including the people working on the products, resulting in lack of brand awareness,
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Projects credited in
- Branding // Not One Story campaignFor the 2016 edition of We Are Africa, a conference dedicated to the high-end African travel industry, I developed the "Not One Story" tagline and campaign in tandem with our in-house creative team. The brief was to come up with a creative concept to combat traditionally lazy travel marketing in which the African continent is reduced to sunsets and safaris rather than a diverse continent of multiple experiences. The "Not One Story" campaign was rolled out across brand activations, branded collat
- Pure Pursuits | PromoPure Pursuits brings the greatest minds in the high-end travel industry on a 5-day epic adventure combining thought stimulating workshops and physical challenges. This campaign combines the first two adventures in the heart of Iceland, and Idaho's remote Salmon River for a challenging all-terrain filming.
Work history
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Editorial & Content ManagerThis is Beyond
- London, United KingdomFull Time
I managed the content team and lead the content strategy at This is Beyond, which encompassed brand copywriting and content production for marketing purposes. I was also heavily involved in the Diversity and Inclusion Forum, a grassroots organisation set up with the intention to make the company – and eventually the wider industry – a fairer, happier and more productive space for everyone.
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Editorial ManagerThis is Beyond
- London, United KingdomFull Time
Along with my co-Editorial Manager, I led This is Beyond’s editorial strategy with the aim of increasing our brand's profile as the authoritative voice for high-end experimental travel.
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Skills
- Copywriting
- Content
- Brand Building
- B2B Copywriting
- B2C Copywriting
- Content Strategy
- Brand Content
- Content Copywriting
- Brand Consultancy
- Writing