I write

all the words

in all the digital spaces

EXPERIENCE

I have 10+ years of experience as a copywriter, UX writer and
creative director.

I believe in the importance of creating meaningful experiences that
are grounded in data, user needs and purpose. My writing career
started in advertising before transitioning to the public sector.

EXPERTISE

UX
Writing

I’ve led and delivered various projects for digital products and services. From companion apps to e-commerce websites, from digital flagships to loyalty programs. I’m familiar with agile working and the sprint process.

Creative
writing

Campaign lines. Script writing. Creative concepting. Pitch proposals. For any channel, any medium, as long as it’s digital. A fun, creative break from the more structured UX Writing. Hit me up to see the work.

Leadership & mentorship

COMING SOON // Nxt Museum SS24 campaign

RECENT WORK // websites & e-commerce

Alexander McQueen

  • Reinvigorate the soul of this iconic, British fashion house in every pixel of the rebranded, state-of-the-art e-commerce website.

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Birkenstock

  • Birkenstock will launch a rebranded line of skin care products in 2024. Our brief was to create a strategy, look & feel and unique experience for the range, plus to seamlessly integrate the offering within the Birkenstock e-commerce experience.

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Fotografiska

  • For the opening of the Fotografiska Berlin chapter, we pitched a custom site that let's users immerse themselves in the museum's unique exhibitions and points of view from anywhere through fully integrated, multi-sensory tools and experiences.

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Polaroid

  • The Polaroid name has become synonymous with instant photography. When pitching for the new e-commerce experience, we shifted the focus from pure product to celebrating users, their creative process and the unique outcomes.

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Sennheiser

  • How do you sell sound online? When creating the new e-commerce experience for the German audio company, we lowered the volume on the technical specs and features and amped up the users' listening experience.

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Skyryse

  • This California-based start-up is revolutionising the world of aviation by inventing software and hardware that lets anyone fly an aircraft. Our brief was to create a component library with the new brand guidelines and build the website’s MVP in a matter of weeks.

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Tractable

  • This unicorn is revolutionizing the home and car insurance industry with AI tools for speedy and more accurate assessments. Our brief for the new website prioritized humanizing the technology and real-world use cases to create trust and familiarity with the product offering.

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RECENT WORK // Fun stuff

Philips

  • When the Philips Clean Home Plus app was due for a complete overhaul, including name and app icon, we were also briefed to create and integrate AI features that would improve users’ experiences with their connected air purifier.

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Verizon

  • In an effort to bring added value to its 140+ million postpaid customers, the telco tasked us with the design and integration of their brand new loyalty program — Verizon Up — within the My Verizon app.

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RECENT WORK // Saas // Ecosystem thinking

Alexander McQueen

  • While the British fashion house was digitising its vast archive, we designed the online experience to bring its rich history to life online, inviting fans worldwide to discover and enjoy the brand's monumental backstory.

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RECENT WORK // digital transformation

Colgate

  • For this brief, we explored all the ways in which the right digital products, services, tools and experiences can contribute to a better, more accessible online dental care experience.

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EltaMD

  • Exploring all the ways in which the right digital products, services, tools and experiences can contribute to a better, more accessible online skin & sun care experience for Elta's diverse customer base.

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RECENT WORK // Immersive digital experiences

Alexander McQueen

  • It’s 1993. After showing his collection Taxi Driver at the Ritz in London, Lee McQueen’s first collection disappears. With the use of AI and eyewitness accounts, we revived this iconic collection in time for its 30th anniversary.

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Mugler

As a manager, mentor and team lead, I hope to inspire people to keep learning, growing, and most of all: enjoying what they do. I’ve built teams from scratch, working on everything from role profiles to hiring.

  • For the opening of Mugler’s first, global perfume flagship in China, we dreamed up a pitch where visitors discover their favourite scents through a one-of-a-kind olfactory experience that blends digital and physical.

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Netflix

  • To celebrate the return of Geralt of Rivia for a second season on the streaming giant, we pitched 10 unique brand & product partnerships to excite fans around the world about the upcoming launch.

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Nike

  • In an effort to combat the drop off rates of teenage girls in sports, Nike donates free sports bras to give them the support and confidence to stay active. I interviewed coaches in the UK and South Africa about the impact of the donation on their pupils.

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ADDITIONALLY, I

… contributed to the Prada S/S 2021 Campaign DIALOGUES // was a ghost writer for the book Francien Laat Je Tieten Nog Eens Zien // volunteered as a copywriter and content creator for an Amsterdam-based NGO