Writing Samples — Contact
CONCEPT, WRITING / FOR SCALE
— My weekly Substack, exploring domestic interiors. Not necessarily relevant here, because its tone is rather irreverent (a reaction to the formula or mainstream décor writing, and lack of critique), but simlpy to share!FOR SCALE has an audience of 6,000 across 90 countries. Archive found here.
COPYWRITING / ASK US FOR IDEAS
— Copy for the opening of the new offices of ASK US FOR IDEAS. Briefed to respond to artwork by Spiritual Objects and to introduce AUFI to their neighbors, it reads: “Delicate when alone, a kaleidoscope of joy when side by side. Some things are better together. ASK US FOR IDEAS is happy to be here with you.”
COPYWRITING, STRATEGY / ACNE STUDIOS, 2020-2021
— Consulted with Acne Studios to round out their naturally steely Swedishness with a more poetic tone of voice for Instagram, their primary connection with their audience, as well as new types of humanized content (which would become #AcnePeople). Copy examples: 1, 2, 3, 4, 5, 6
COPYWRITING / WERT&CO.
— A new website for Wert&Co., leading executive search agency for the design sector, that balances formality and humanism and avoids recruitment’s major buzzwords.SCRIPT WRITING: TAG HEUER
— For Monocle, scripted a film to celebrate the collaboration between TAG Heuer and Japanese designer Hiroshi Fujiwara about the value of design and the relationship between Switzerland and Japan. COPYWRITING, BRAND DEVELOPMENT / ELEPHANT HEALTHCARE O.S.
— Refining internal brand statements, tone of voice, and copywriting for an innovative mobile-first, data-driven healthcare OS, Elephant Healthcare, that seeks to expose its key features as succintly yet thoroughly as possible.COPYWRITING / LOOKBOOKS
— The tone of voice and copy for online booksellers LOOKBOOKS. A short, simple, impactful ‘ABOUT’ to set the tone for an approachable but niche store:“LOOKBOOKS is an independent seller of old, kinda fun books. Founded in 2019 in London, we’re not beholden to borders: we do worldwide sourcing and worldwide shipping.”
CONCEPT, COPYWRITING / “PLACE SETTINGS” DINNER SERIES
— For leading ‘placemaking’ agency MARK (London, UK), I launched a dinner series that would bring together designers, bureacrats, and important locals (the librarian, the record store owner, the restaurateur) into conversation. The first was held on the rooftop of a former department store in Brixton and was dedicated to “grit”. The invite reads:“A good place is one that’s a bit lived in, isn’t it? But we never build them like that. We build them polished and ‘perfect’. Is that boring? Maybe even wrong? What is it about the ‘grit’ of a city that makes it a healthier, better, or even more inclusive place; and how do we let that in?
But there’s another type of grit that makes cities work, too: strength of character, a resolve to build and support ‘community’.
We raise our galsses to both and share experiences about it takes to build a place with good grit, and the right amount of it.”
CONCEPT, COPYWRITING / WHERE WE STAND
— Where We Stand, a personal project, was a design challenge that asked 15 world-leading design agencies, designers and design partnerships to help reimagine public spaces to fit the physically-distanced demands we had to place on them, as we grappled with a global pandemic. The project was covered in Dezeen, El País (Spain), The Creative Review, The Brand Identity, It’s Nice That, Design Week, Grafikmagazin (Germany), The Business Times (Singapore), and others.EDITING, COPYWRITING / NORTH SIX
— A first-ever editorial expression by top-tier production company North Six, the North Six Yearbook is a celebration of 21 years of business. A snapshot in time of its places and projects, it also reaches outside its payroll and explores the world around it through the eyes of New Museum’s Karen Wong, guerilla garderner Ron Finley, GQ Middle East editor Ahmad Swaid, chef Rose Chalalai Singh, gallerist Alexander May, and others. In addition to the concept, commissioning, and editing, there was some copywriting, too – here, for example.