From sleep stories to poetry, clothing campaigns to editorial articles, meticulous copy edits to comprehensive brand audits, over the years I’ve grown an eclectic portoflio filled with projects of all sorts for clients of all kinds.
Here are some of my favourites.
Marketing & Brand
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Comprehensive Brand Comms Refresh
I led a comprehensive refresh of OutsideIn’s brand communications, with the key objectives to elevate the brand’s visual and verbal identity, refine its tone of voice, and emphasise its mission and vision across all customer touchpoints, including the website, social media, email marketing, signage, and more.
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'Strangers, Made Someone.' Campaign
I led this multifaceted creative campaign aimed at raising awareness about the loneliness experienced by at-risk youth facing homelessness. This involved developing a phased campaign delivery strategy, crafting the central messaging, leading all marketing communications, and managing a team of in-house and external collaborators to deliver the final campaign.
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'Wildflowers' Campaign
I developed the central messaging and crafted all marketing and creative communications around this clothing campaign, aimed at connecting the brand’s outdoor aesthetic to its impact-focused mission. To date, it is one of the brand’s bestselling collections.
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'Sister Talk' Content Strategy & Copy
To enhance Soli’s recently launched in-app content feed, I led a comprehensive content strategy that involved in-depth research on Gen-Z culture, trends, and language, crafting unique copy for daily content, and creating visual mood boards for the final content delivery.
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World Giving Day Campaign
To demonstrate OutsideIn’s commitment to impact, I led a multifaceted World Giving Day campaign in collaboration with chef influencer Will Hughes (What Willy Cook) and a leading London charity. My role included developing key messaging and all marketing communications, facilitating an event for London's homeless community, securing media coverage in local papers, and project managing the launch of a limited-edition clothing line to raise funds for our partner charity.
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Annual Impact Report
As part of a larger initiative to showcase OutsideIn's impact, I led the creation of its latest annual impact report. This involved crafting all brand copy, editing contributions from the founder, partnering charities, and key stakeholders, developing a strategy to communicate the report across various customer touchpoints, and shaping the overall look and feel in collaboration with in-house designers.
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International Women's Day Campaign
To celebrate International Women’s Day, I led a creative clothing campaign titled 'Dignity In The Details' for OutsideIn. My role involved crafting the campaign's central messaging, creating all marketing copy—including product descriptions, blogs, emails, social media posts, and ads—and supporting the Marketing Team with the overall campaign delivery strategy.
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'Built For Belfast' Campaign
To celebrate the brand's Belfast origins, I crafted the campaign messaging to accompany a design by a local artist in collaboration with OutsideIn. In addition to the creative messaging, I developed all marketing copy, including product descriptions, emails, social media posts, and ads. As a result of the campaign’s success, the limited-edition collection was extended and expanded with new items.
Creative Writing
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Sleep Stories
I've written 20+ sleep stories for the Glorify App, designed to promote rest and improve sleep in adults. These stories, ranging from 5,000 to 15,000 words, have garnered over 2.68 million listens globally and are available in English, Portuguese, and Spanish. The Glorify App, backed by A16z and Softbank, has a global reach of over 10 million users.
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'Anomaly of Wonder'
This poem was written for and published in Phénomène, a coffee table book created by artist and designer Janina Victoria. It showcases a compilation of poetry and art in collaboration with creatives across the globe.
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'A Letter To My Soul'
This poem was written for the Glorify App as part of a series of long-form, meditative sleep poetry designed to promote relaxation and quiet reflection before bed. In addition to the written content, I provided the creative direction for the voice artist.
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She Inspires Me Conference
I wrote and delivered this speech at the annual She Inspires Me Conference, organised by Who Is Hussain?, a renowned British homeless charity. As a Writer and Brand Strategist, I was asked to address the importance of purposeful communication in combatting homelessness, as well as the use of creativity within impact-focused initiatives.
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'Love'
This poem was commissioned as part of a wedding invitation.
For clients seeking personalised poetry or creative writing, I will work closely with you to ensure every detail feels authentic, original and uniquely you.
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'Sleep, Sweet Sleep'
This poem was written for the Glorify App as part of a series of long-form, meditative sleep poetry designed to promote relaxation and quiet reflection before bed. In addition to the written content, I provided the creative direction for the voice artist.
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'Home'
This poem was written for OutsideIn as part of a wider Christmas campaign to highlight the issues of homelessness in a way that would resonate with customers and communicate the brand's core belief that 'home' is more than a physical structure, but something that can be cultivated through acts of kindness, love, and goodwill.
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'The Stillness Of The Saviour'
This poem was written for the Glorify App as part of a series of long-form, meditative sleep poetry designed to promote relaxation and quiet reflection before bed. In addition to the written content, I provided the creative direction for the voice artist.
Scripted & Editorial
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'What To Do When Panic Attacks'
I collaborated with a psychotherapist and theologian to create a research-driven 7-part course focused on addressing the impact of anxiety and panic attacks in daily life. Along with developing the written content, I directed the vocal narration and co-produced the final cut, ensuring the course's successful completion.
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'Grappling With Grief'
I co-wrote and edited a 10-part course with Dr. Angela Williams Gorell, based on her bestselling book The Gravity of Joy, to support listeners experiencing loss. Alongside the written content, I directed her vocal narration and co-produced the final cut, ensuring the course's successful completion.
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'The Fundamentals of Forgiveness'
I collaborated with Dr. Everett Worthington, founder of the REACH method, to create a 10-part course on forgiveness, showcasing his 50+ years of research. Alongside this, I developed a shorter series on the practical applications of the REACH method.
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'No One Is A Stranger'
I served as the lead interviewer and editor for this article, publsihed in House Update Magazine, Issue #2, which followed the story of Khaled and his sons.
Role: Journalist & Editor
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'Fruits Of The spirit'
Written for House Update Magazine, Issue #4.
Role: Writer & Art Director
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'He Said, She Said'
Written for House Update Magazine, Issue #3.
Role: Writer, Journalist & Art Director
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'Living A Purposeful Life: An Interview With Clé Hunnigan'
Written for Phénomène Magazine, Digital Edition.
Role: Writer & Journalist -
'A Year In The Waiting: An Interview With Posi Morakinyo'
Written for Artists Still Live Here Magazine, Issue #4.
Role: Writer & Journalist