What I do
I help organisations work out what they want to say. Then I help them say it in a way that everyone’s happy with.
Sometimes that means a name. Sometimes it’s a whole brand narrative. Sometimes it’s a carefully worded sentence that everyone says was obvious all along (it wasn’t).
I like it. Words can be fun. I mean not fun fun, but fun enough.
Naming, Narrative & Voice, Campaigns, Events & Exhibitions
I’ve been working with Google since 2012.
I named its Dublin HQ The Foundry. I’ve written things seen by millions on Google’s homepage and helped with countless campaigns and launches. Now I’m working with The AI Exchange – Google DeepMind’s new public space dedicated to exploring AI.
Some years ago, a Google product manager told me I was the best copywriter she’d ever worked with. I probably think about that more often than I should.
Positioning, Brand Narrative, Messaging, Naming & Tone of Voice
I often work as part of Pentagram’s Brand Narrative team in London.
I try to say that as casually as possible.
Together, we help clients define their positioning, narrative, messaging and voice. Clients have included The Wall Street Journal, Waitrose, LEGOLAND and Guy’s & St Thomas’.
I do my thing. They haven’t changed the locks.
Advertising, Digital Content, Retail Campaigns & Communications
A friend of mine used to work at Apple.
When I went freelance, I asked very politely for an intro.
Long story short, I dropped a line to Dean Wei, Apple’s creative director. Soon, I was working with its in-house team, developing copy and content for the App Store and Apple Retail.
Dean is now International Creative Director at OpenAI.
I should probably drop Dean another line.
Brand Strategy, Product Naming, Tone of Voice, Packaging
& Retail Communications
I joined Dyson in 2004 as a project manager. It soon became clear I was better with words than projects.
I began sneaking occasional lines of copy into the work. Nobody complained. Eventually, they made me Head of Copy, responsible for everything from advertising and packaging to retail and events.
A lot of my clients come from one person telling another
that I might be useful.
Google recommended me to Toaster. An ex-Googler started House of Greenland and gave me a call. Campbell Hay found me somehow. I’m still not entirely sure how.
Together, we’ve worked on everything from early brand thinking, naming and verbal identity to campaigns, websites, films, events and experiences.