G’day. I’m a senior creative copywriter from Adelaide, Australia, but I’ve called Amsterdam home for the last 8 years. Despite saying strange things like woh-dah (the clear stuff you drink) and noeeee (no?) I like to think words are my thing. 

For 11 years I’ve come up with ideas and lent words to international brands (Tommy Hilfiger, Calvin Klein, Karl Lagerfeld, Scotch & Soda, G-Star, Tony’s Chocolonely), design agencies (Studio Dumbar, DEPT, AKQA) and publications (ELLE, Wallpaper*).

In a past life, a little further Down Under, I sat at the features desk of a national fashion magazine. Think Crocodile Dundee meets The Devil Wears Prada. I interviewed designers, compiled seasonal trend reports and wrote zeitgeist-driven fashion features. My favourite editorial commission as a freelance writer saw me spend two days in the Dutch countryside at a magic mushroom retreat to tell the story of the cultural resurgence of psychedelics in therapeutic settings. Truffles aside, I reckon it’s my editorial background that gives me an edge in writing conversational copy that helps connect a brand with its audience. 

Recently I’ve had the pleasure of working with the incredible team at Rotterdam-based Studio Dumbar across a number of repositioning projects, developing Tone of Voice guidelines for brands like Grammarly and Furniture.com. I like working collaboratively on the concept and strategy behind the end result, and I write consumer-facing copy across all channels and touchpoints from social and digital to retail and print.