News, Feature Stories & Editorials
I am a copywriter, journalist and content marketing specialist with 16 years of experience, particularly within the digital environment. In my most recent role, I acted as in-house journalist and digital engagement specialist in my role as digital communications and content producer for global sustainable architecture firm BVN.
I also launched own highly successful content writing business in 2010. My initial ambition gave rise to countless opportunities to develop and oversee creative campaigns for a diverse array of people, projects and platforms.
My work uses the power and humanity of language to influence, inspire, tell great stories and build stronger connections between consumers, brands and their values.
As the digital content sphere has evolved rapidly since beginning my career, I have consistently expanded my knowledge through both independent and formal learning.
As an online advocate, promoter and marketer, I continue to adapt my creative and strategic approach to reflect changes in technology, culture, audience behaviour and preferences.
My main conviction as a writer remains unchanged, and that is that I value quality, originality, meaningful engagement and a distinctive voice above all else. My primary mission is to work with people who share this belief.
News, Feature Stories & Editorials
A reflection on our first week of talks, open forums and workshops around regenerative design with the BVN Architecture team. While not all of us are architects, we all have a supporting role to play as practitioners, professionals and advocates for future built environment that is "beyond sustainable". And it all begins with an understanding within ourselves - that regeneration is a state of mind.
One of my most personally inspring interviews, sitting down at home with Australilan fashion designer Traudl Troska
At BVN, there's certain reverence and kinship reserved for designing creative and cultural spaces. After all, the groundbreaking sustainable architecture firm describe themselves as a creative collective, with a shared vision for a better planet. I was privileged to become the digital content writer at BVN and become a part of this "better future" - one dreamed up by creatives, leaders and thinkers and brought into being by scientists, researchers, artists and cultural changemakers.
A rumination on creativity and travel as a guest bloger for the website of Skillstourism, a travel company focused on learning traditional crafts direct from the artisans.
In Madurai's Sri Meenakshi Amman Temple, India's largest monument to a female deity, the goddess Meenkashi is celebrated by a festival called Chithirai, known for making entranced worshippers impervious to piercings, pain and spontaneous street dancing. An excerpt from this piece appears in the book "Travel Your Way", a compilation of travel stories released by Exisle Publishing in 2022.
In February 2019, I was invited on a press trip sponsored by Japan's National Tourism Organisation. I produced a series of articles for Get Lost Magazine online on unique cultural experiences and local artisan craftmakers and designers
A persuasive travel piece on an overlooked destination. I secured the article while assisting my travel company client with marketing and media exposure.
After an epic motorbike adventure in Colombia, I offered my services to motorcycle tour and rental company Motolombia as official travel blogger.
Written after several project studies and conversations with senior designers at BVN, in 2022, as major business districts around the world still sought out ways to get people back into offices and life back into our cities. This article speaks equally to architects and designers, developers, builders, planners, employers and workers wondering what the green, sustainable and wellness-focused offices of the future might look like.
This feature article and recipe based on Mexico's Tequila region appeared in Issue #44 of Get Lost, Australia's premier independent travel magazine.
The first article I published for major international travel content creators Matador, as their newly appointed SCUBA diving and marine life "expert".
A little more in-depth than a typical travel "list" article. Helping to make safaris eco-conscious again! Includes real facts and educational content!
In an attempt to combat the curse of generic travel content, I contribute guides and articles to websites like Helpful Panda. Here I've written about the valuable lessons learned from my own experience - and the culture my first day in China was a learning experience like no other!
The capital of Germany has been celebrated for decades as a bastion of culture and creativity, with a daring, artistic spirit going hand in hand with a history of rebellion, revolution, and renewal.
An article aimed at beer lovers on the historic pubs of the Blue Mountains, published in Beer and Brewer magazine as a special interest travel feature.
When asked to write about Cartagena, I had to go with the romance angle, as a fan of Gabriel Garcia Marquez, who set his novel Love in the Time of Cholera in this Caribbean city
Previously self-published article picked up by Matador. Edited and slightly santised for a not-so-niche US audience, it's still a fun personal insight into music culture in Japan.
Glaciers, thousands of years old, were once symbols of permanence. Now that they're disappearing from Earth, they've become reminders of our environment's transitory essence in the face of climate change. Glaciologists predict that many of the world's glaciers - from Africa to the Alps - will vanish entirely in the next two to three decades.
I worked with this client creating numerous articles for a number of SEO-strong travel websites including newsouthwales.com and langkawi.com. The brief for the "attractions" articles requested short (250 to 300 words) but vividly descriptive, all-original content - especially easy for me when writing about the familiar places in my hometown, Sydney, and making them appeal to a typical visitor's interests.
In February 2019, I was invited on a press trip sponsored by Japan's National Tourism Organisation. I produced a series of articles for Get Lost Magazine online on unique cultural experiences and lesser-known destinations in places like Hokkaido.
WEBSITES
I joined BVN Architecture as their Communications and Content Producer in 2022 just as they launched a new brand and website. I wrote dozens of case studies on their most groundbreaking projects in a thought-provoking, narrative style that evoked the studio's key tenets. This profile of the iconic Woollahra Library speaks to the links between design and local identity, and examines the current and future role of libraries in society.
Teaser copy for Subsonic Festival's pre-launch landing page. Tagline: "Subsonic is re-entering the atmosphere. Get prepared."
Brother required sales-driven copy aimed at corporate clients, adapting Brother's distinct tone-of-voice to maintain a brand identity consistent with their marketing objectives.
Ronald McDonald House creates, finds and supports programs that directly impact the health and wellbeing of children and their families. In 2019, as a charity with little marketing budget, they requested the help of a copywriter to launch a new, information rich website on their various accommodation, housing and volunteering oppportunities.
Inspiring and evocative web copy, articles, profiles, taglines, blogs and tour itineraries created for the launch of 56th Parallel, a tour company specialising in Siberia.
Designed by 3XN, with BVN as executive architect, the new Sydney Fish Market will reopen with a dynamic expanded footprint on Blackwattle Bay in 2024. Read about how this stunning new sustainable development will transform the Sydney Harbour waterfront.
Icon Living's website was designed to reflect an image of prestige and professionalism, and required succinct written content to match, targeted towards high end business clients.
Property marketing specialists Inhaus needed web copy that spoke to real estate agents on the importance of quality media in order to stand out in a competitive market.
I recieved this web copywriting job via a referral - it was my first attempt at writing in the recruitment/legal sphere. By collaborating closely with company director Sarah Zee we succeeded in conveying Zeesearch's messages and crucial point of difference.
Defining this digital marketing start-up brand's voice and specific style of messaging was a collaborative effort with the company directors
I met the owners of Spice Zen, a small Australian company who do their own hand ground and roasted boutique spice blends in 2020. They asked me to write product descriptions for the array of herbs, spices and teas in their treasury. Rather than the usual brevity, they wanted colourful, evocative stories and sensuous interpretations of each blends' flavours and aromas - portraying their spice-loving heritage and passing on some of their immense knowledge and passion.
A Business Development advisory firm with tech focus, Pretium needed to condense their jargon-heavy conent outline into a sales-oriented, client-friendly website
As part of a fresh digital campaign for 2019, I assisted Solotel with revamping the copy across all their websites. The staff wanted to respect the location and legacy of the Kings Cross Hotel. Telling its story with both a sense of nostalgia and a view toward the feature meant celebrating the venue's unique history and its commitment to keep the culture and alternative spirit of the "new" Kings Cross today.
A first for me - writing for an American digital marketing company. Lots of taglines and "power words", as well as in-depth research into the latest in digital marketing trends.
Solotel's marketing team took on a major content overhaul of all their venue's websites in 2019. I was tasked with rewriting all the copy to better reflect the personalities of each of their brands and whet the appetites of their target audiences. I particularly enjoyed writing the copy for Chophouse, which shamelessly celebrates meat-eating as the modern human's ideal method for achieving primal satisfaction.
Sales Brochures, Company Blogs. Media Releases, B2B Copy
Sense Group are an experience design agency, leveraging technology and UX to transform physical spaces into immersive, interactive experiences. I was tasked with writing and researching a blog detailing some of the latest technologies set to transform the traditional retail space.
This brochure had to promote a sense of lifestyle, community and exclusivity and to embody Sydney's Inner West and the 'Mirvac brand'.
Global co-sharing company WeWork required on-brand copy for six recently acquired office buildings in Sydney
Press release written to coincide with the official launch event of Bus of Books, highlighting the charity's mission to bring literacy education to children in remote communities. The facts quoted in the press release demonstrate the urgency of the problem in parts of rural Australia and advocate the sponsorship and support of an important new fundraiser
Brochure promoting Nick's iconic Sydney restaurants for corporate functions and events, with original write-ups on six unique venues
While comissioned by Solotel during their content-driven marketing campaign to create targeted, up-to-date copy across their online platforms, I wrote a series of blogs for the meat obsessed diners of Chophouse restaurant on more sophisticated ways to enjoy steak. I blogged on Steak and Wine Pairing, Dry Aging, Marble Scores and more.
Another of the many projects I was tasked with during Solotel's major marketing push was writing garden tips especially on growing fruits and vegetables. Chiswick's Head Gardener supplied me with his tips, which I condensed into regular columns for the Wentworth Courier. Some of the articles now appear on the Chiswick website.
This brochure promoting the up-and-coming 'The Chatswood' development was aimed at attracting the business of commercial tenants and investors.
The film production studio approached me to produce this overview of their company in brochure format, which they distributed during a networking trip in the US.
IT and industrial design consultancy Procept enlisted me, through their PR agency, to ghostwrite an informative blog post on a current topic of interest to tech design companies.
Collaborating with the Art Director, I came up with taglines, sub-headings and styling tips to portray the calendar's themes of Christmas Magic and Christmas in Australia
A press release introducing the world to an unconventional health food company CEO in the running for numerous business awards.
Some of the promotional copy I wrote (across the web and social media) for an event held by Barangaroo House. The event was called 'Rose Rising' and the brief was something 'youthful and cheeky' that 'vandalises the brand'.My take? Viva revolution!.
As well as whipping up all the promo and press copy for Barangaroo House's biggest ever Summer Event, Solotel's events team asked me to put together a shortlist of names for the event. While I personally liked "Summer 2.0 - Longer", a very serious team meeting eventually settled on "Long Hot Summer - The Extended Mix" to fit the DJ/nightclub theme.
In early 2020, I collaborated with long-term client, 56th Parallel to strategically craft content targeted at education providers, teachers and students in order to promote a new part of their travel agency business - student and educational trips to Russia. The project had a strong SEO focus and involved keyword analysis, competitor research and writing fresh, original content in the 56th Parallel voice I helped to develop.
Professional Profiles and Corporate Bios
I love writing profiles for artists, musicians and other creative professionals that highlight their artistic philosophies, their achievements and influences.
I create professional bios that can be used on company websites, CVs, LinkedIn profiles and more
I am regularly commissioned to write executive profiles for my clients in the property industry including Company Directors, Sales Agents, Property Management staff and Admin/Marketing team members.
I've been lucky enough to interview and profile many chefs. As part of a content revamp for client Solotel, I was asked to write profiles for the senior hospitality staff at prestigious Sydney restaurant Aria.
I've written at least 70 profiles for sales agents, marketing managers and company directors for various real estate businesses, but this was the only time I was requested to write an official bio for the Staff Dog. Storm at Harvie Group is a hard-working professional pooch and it was only fair that his bio reflected his contribution to the team.
Random Musical Musings
..."The Metro show was one of those rare events where audience and performer both, at times, seemed equally overcome with gratitude for the other’s presence."
..."Why does getting older so often mean losing interest in new music? With music more accessible and available than ever, is this a trend that’s ever likely to change?
A review of several music-themed documentaries - films that not only serve as fitting tributes to the artists they celebrate, but that are original, well-crafted works of art in their own right.