Building Diversity is a non-profit dedicated to disrupting the “starchitect” narrative and supporting diverse and inclusive architecture. So it’s natural they reached out to Public Service Agency – with its focus on diversity in advertising – to build their brand. And for the tone of voice, Public Service found me – a writer who is passionate about all these things. I drew on research and exploration from Public Service to develop a unique voice that expressed Building Diversity’s activism and allyship – yet could speak to different stakeholders, from firms and institutions to aspiring architects. 

Helping the agencies and organisations that are driving change – a dream gig, really.

The world’s happiest country, Finland is a hub for technology, talent and green solutions  – but some people don’t even know where it is. (See also: the 2015 viral Reddit conspiracy that Finland does not exist.)  Tasked with attracting international business partners to Finland, agency Accenture Song invited me to collaborate with their art director on a new idea – and the result is this fun concept that plays on Finland as the world’s best kept-secret. Like a lot of my work with Nordic organisations, the key is balancing Nordic humility and self-deprecating humour while still selling their unique way of life. 

Life in Denmark is so good, it’s practically award-winning – routinely topping lists as the happiest, most productive or greenest country. The problem is, Danes don’t brag easily – even when they badly need to attract international talent. So when Copenhagen Capacity asked me to develop the tone of voice for their global recruitment campaign and rebrand, it had to stay true to Danish self-deprecating humour. I crafted a unique TOV and some of the landing page copy to playfully sell internationals on moving to this small and cold country, delivering guidance with the right touch of tongue-in-cheek.  

Fully booked, understaffed? Yeah, you’re gonna need Planday for that! In a playful and relatable campaign, scheduling software Planday reminds busy hospitality businesses that we all need a little help managing shifts sometimes. As copywriter, I took on the light-hearted tone of the concept and ran with it in a fun landing page – and supporting content – that speaks to the heart of hospitality hurdles and how tech can help. 

To celebrate the power of colour in Capture One’s photo editing software, we invited three photographers to tell a visual story about their lives under the pandemic – using just one colour. The result was “Tell it with colours” – a thought-provoking and visually-arresting campaign unfolded in three chapters: red, green and blue. I developed the idea with my Art Director – and then wrote all the words.