In a nutshell: ‘Balancing a flair for sales-driven material with an interest in simplifying complex content into readable copy for a range of audiences. Experience includes working on both a B2C and B2B basis’.
Now, for the order of the day.
Web & branded content
govype.com (British American Tobacco) web content
GKN automotive web content
Currency solutions brand content
Creative concepts
Creative concept, encouraging TR tax professionals to adopt Onesource technology
Creative campaign for ATG theatres
DMA creative routes
Long-form articles & blogs
Thomson Reuters cybersecurity article
Prodigy Chocolate SEO blog articles
Travel blog for Bespoke India Travel
Architecture blog article; ‘the Aldar headquarters. Pushing boundaries.’
Technical blog article/general content for Elevate Lift Design
Whitepapers & technical guidebooks
Digital Maturity Playbook: a guide to growth and development. And
Digital Maturity launch/teaser emails.
Tone of voice guidelines
DMA tone of voice guidelines
Video scripts & articles
LiveWest animation script
Wessex Garages video articles
Brand definition & email campaigns
Brand and TOV definition for start-up companies
VELO promotional email campaign
govype.com social media project
The project
I played a significant role in the creative execution of one of British American Tobacco’s largest vaping products, generating the entire content for the Vype website. Please see here: https://www.govype.com/gb/en/
The challenge
We were faced with strict legal guidelines and were tasked with defining a brand tone of voice that was both factual and informative as well as inspiring.
The solution
I formulated an effective content strategy, focusing on the unique functional qualities of each product while maintaining a light-hearted tone of voice. I researched the core qualities of each product, clearly communicating the RTB’s for each device.
Formats worked on include headlines & body copy
N.B: Original creative document of web copy on request (before legal stipulations were made)
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Product description 1
Product description 2
The project
I developed web content for GKN Automotive, the market leader in conventional, all-wheel and electrified drive systems and solutions, encouraging potential employees to consider GKN’s graduate training programme.
The challenge
Generating persuasive and emotive content, informing the target audience of the engineering discipline, and explaining in a simple way the complex technology behind the success of electrified vehicles.
The solution
A research phase, getting to grips with the technology behind electrified drive systems and the scientific solutions to ease automotive pollution. I analysed GKN’s main competitors and their online approach to hiring, formulating the appropriate tone of voice.
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Currency Solutions
The project
I was approached by Currency Solutions, a foreign exchange and risk advisory service to provide a document that gave a clear overview of their services. This copy was reformatted for various purposes, including website content, brochures and was handed out to staff as a summary of the company’s purpose, ensuring clear communication to clients on all services and products provided.
The problem
Currency solutions realised that, as a business, they were not communicating the value of their services in a clear and effective way to clients.
The solution
I carried out a research phase exploring the business requirements of each Currency Solutions client, including individuals and organisations, while elucidating the function of all products and services provided. And providing a clear comms platform.
Please view the relevant document below.
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The project
To generate a creative concept to be applied across all digital platforms, encouraging TR tax professionals to adopt Onesource; a corporate tax software and suite of services that simplifies business and compliance requirements around the globe.
The problem
An increase in complexity within the business world means tax professionals need to be one step ahead. But some such professionals are not comfortable adopting new technology into their everyday lives.
The solution
To generate a creative idea that resonates with the persona of the tax professional, emphasising the importance of adopting technology that will streamline your business process.
Please see below a description of the creative concept, encouraging professionals to adopt Onesource technology.
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ATG Theatre campaign
The project
The ATG TheatreCard campaign was initiated to increase brand awareness, encouraging individuals to sign up at a time when sales are declining.
The challenge
To design a campaign that is inspiring on a brand level while directing sales.
The solution
To generate a series of creative propositions that remind the public of the importance, history and beauty of the theatre while informing them of the amazing value to be had with an ATG theatre card.
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Brief for ATG Theatres campaign
The following creative concepts were designed as possible routes to act as a basis for the Digital Maturity Playbook, a manual outlining the 5 stages of maturity and encouraging JTI markets to consider the importance of digital progression in furthering commercial success.
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The project
The following article; Cybersecurity: competing globally with different rules was written as a basis for a series of creative video articles, documenting the subject of intellectual property theft across the globe.
The challenge
The subject of China and intellectual property theft is far-reaching. Thus, the challenge was in formulating a series of simple structures around the subject to be applied to video articles.
The solution
I researched the many ways in which the subject had been documented by journalists and professionals within the field of cybersecurity. The common premise alluded to the discrepancy between strong IP protection rules in the west against China’s lack of recognition of such regulations.
I wrote the article around the central idea that, globally, we are competing with different IP rules and the unfairness associated with this phenomenon.
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This project involved writing a series of in-depth blog articles for Prodigy Snacks. Please go to https://www.prodigysnacks.com to explore further.
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The project
Writing up a blog that focuses on the unique elements and attractions that the city of Jaipur has to offer.
The challenge
To emphasise the fact that Bespoke India Travel offer a tailored trip, balancing adventure with relaxation.
The solution
A deep dive into the culture, attractions and history of the city of Jaipur.
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The project
Generating content for a blog article, which was then repurposed for a series of formats, including a brochure, web copy and for social media material.
The challenge
To simplify an otherwise technical subject, lift engineering and design, into plain and understandable English, encouraging consumer interest in the unique services the business offered.
The solution
Filtering out the key points that set this lift design company apart from others, while instilling the tone of voice with a particular sense of excitement and enthusiasm for the art of lift design and engineering.
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The project background:
A market’s level of digital maturity is one of the most significant indicators of growth and success. Organisations which have achieved a high level of maturity report greater efficiency, higher cost savings and revenues, increased employee satisfaction and better, more personalised customer experiences.
The main challenge of this project:
Communicating a technical and complex subject matter clearly, ensuring that markets across the globe, whose native language is not English, understand the topic of digital maturity.
The purpose of this book is to give JTI markets the information and inspiration they need to become more digitally mature.
The solution:
Making sure the tone of voice was fun, engaging, and most importantly, useful to the audience.
Please note, the full playbook is available on request.
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This project involved writing an engaging script to encourage individuals who reside in LiveWest communities to be more considerate of their neighbours.
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This project involved writing a series of video articles informing the public of what services and products Wessex Garages offer.
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Brand exploration
I have experience assisting start-up businesses in isolating their brand image and defining their TOV.
The following slides showcase work I did for three start-up companies; Beeble Whisky, Cheskie interiors and So Drinks Essex Gin.
For each company, the challenge was to identify the brand’s unique selling point and communicate this linguistically.
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Beeble Whisky wanted to set their brand apart from other honey-infused whiskies, emphasising the homegrown nature of the drink as well as its uniquely smooth taste. Once the key selling points were established, it was a matter of developing the appropriate language to reflect these qualities.
Cheskies home accessories asked me to establish their brand tone of voice, while clarifying what sets them apart from other homeware companies. We concluded that what makes Cheskies unique is their ethos; the belief that a well-curated interior has the power to create an atmosphere. It was then a matter of generating copy that emphasised this point clearly.
The So Drinks Essex project involved a research phase into other brands to understand what makes a popular gin; the spirit must be balanced, have no overbearing flavours and should be made naturally with no artificial additives.
This discovery set the premise for the ‘Utopian Balance’, focusing on the drink as a ‘liquid expression’ of the surrounding countryside’.
Email communication
I have experience writing various forms of promotional emails for consumer brands such as govype.com and ukvelo.com.
The challenge
To make the purpose of the email clear to the consumer while imbuing the message with a creative edge.
The solution
Balancing concern for creativity and imagination with a clear understanding of the core purpose of the email; to improve brand engagement and drive sales.
Please see below a couple of examples for uk.velo.com
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The social media lowdown
We’re all aware of the undoubtable power of social media which is why I have included a couple of my favourite posts- to reassure you that I haven’t been left in the dark ages and can elevate your brand through this means, communicating with your customers on a personal and engaging basis.
See below a couple of examples of Instagram posts for Vype (British American Tobacco).
