What I do

I always find it tricky to pick one role I neatly fit into. Freelance copywriter, yes. Freelance senior copywriter feels more fitting. Or copy lead, like my last two in-house roles. Then there are all the editor and strategy-adjacent titles. And my personal favourite—interdisciplinary writer—though that could mean anything, so I don’t tend to lead with it.

Anyway, all of that is to say, I ‘do’ words. Blending commercial insight, strategic clarity and creative instinct, I shape tone of voice and write copy for luxury, design and heritage brands, helping them tell stories that feel thoughtful, distinctive and alive.

I also write features and editorial content for magazines and publications covering luxury lifestyle, design, home and interiors, fashion, beauty, wellbeing and travel.

Explore each service to learn more. While you’re here, have a nose around my portfolio, or, better still, say hello! My inbox is always open to new connections and exciting opportunities, both of which I welcome with equal enthusiasm.

  • I work with brands to define the ideas, narratives and positioning that underpin their communications—clarifying what they want to say, who they’re speaking to and how to tell their stories across all channels.

    Things like: Brand-level messaging, content planning, editorial strategy and campaign concepting.

  • I help brands articulate how they sound, defining a voice that feels natural, expressive and true to who they are. Language that sets them apart, draws the right people in and builds brand loyalty.

    Things like: Brand verbal identity, tone of voice guidelines and rollout support.

  • I write to help brands connect with their audience and move them to act, whether narrative-led 360 campaigns or sharp, research-driven copy that converts.

    Things like: Campaign manifestos and messaging hierarchies, hero lines and taglines, film scripts, product naming, digital and e-commerce copy, print and packaging copy, as well as copyediting and proofreading.

  • I write long-form features for magazines and publications—stories with strong hooks, rich in detail, rooted in cultural curiosity and supported by rigorous research.

    Things like: Trend-led articles, in-depth profiles, interviews and content.