I help brands craft their key messages by copywriting for projects from pitch decks to press releases, EDM to Instagram Stories, for audiences including customers, editors, influencers and investors.
With a great respect for the power of words I write for the following purposes:
Brand communication including website content, media kits + press releases, pitch decks + presentations
Advertising + marketing copy including campaign content, social media messaging, emails + newsletters
Social media storytelling including brand personality, product, editorial, behind-the-scenes, news, event coverage
I specialise in cohesive brand messaging and short-form copywriting.
SAMPLE PRESS RELEASE
Here’s a press release I wrote for direct-to-consumer fashion brand The Design Republik, to introduce their concept of curated outfitting during a Kickstarter campaign.
We’ve all been there – a wardrobe full but nothing to wear, you wonder where those ‘staple’ pieces you always meant to acquire are…
Enter The Design Republik, a new concept in fashion that presents ‘Curated Outfitting’, building a capsule collection throughout the year. On the 8th of each month a new outfit will be released for both women and men, meticulously styled to coordinate with past and future outfits, slotting effortlessly into your go-to wardrobe.
It may be instant style but this is not fast fashion.
Consciously designed and manufactured, The Design Republik’s garments are built to last, destined to become old favourites. Clean silhouettes and dedicated craftsmanship are the guiding principles of the brand, who use high end fabrications including Australian Merino wool, Japanese denim and fair trade organic cotton to create pieces you’ll want to wear over and over.
With substantial careers in the ragtrade designers Kate and Garry have their skills, contacts and schedules down to a fine art, which means being able to achieve an affordable price point without compromising on quality or ethical standards. The limited edition production run of each outfit only starts when enough pre-orders have been placed, reducing wastage and keeping the styles exclusive.
“Each & every month we aspire to provide the perfect outfit, the one that you confidently select, something representative of what is shown in magazine spreads, yet logistically & economically obtainable”.
Sounds good? Make it happen! The Design Republik is campaigning on Kickstarter now:
Post campaign these carefully designed future-classics, along with a handful of luxurious basics, will be available for limited edition pre-order through www.thedesignrepublik.com
“Designed with love & made with conscience”.
SAMPLE BRAND COPYWRITING
Leading PR and Communications for innovative sustainable textile Piñatex® in 2017 I developed brand language and wrote copy across their website, marketing collateral, business decks and social media.
As recognition of the versatility of Piñatex® grows across the world designers in the fashion, furnishing and automotive industries are crafting products that would otherwise be made from leather, offering more sustainable options to an eco-conscious audience. Ananas Anam has recently been awarded a grant from InnovateUK and has subsequently entered into a landmark research and development co-operation with the Imperial College, where they will develop the next generation of the textile. The company are currently working with the Filipino Department of Agriculture to support farming partners in building a sustainable supply chain to meet global demand for the natural leather alternative.
SAMPLE EDITORIAL + OPINION
Earlier my career I contributed to various editorial publications (the below was commissioned by the youth-focused street press mag XPress way back in 2012), but stopped writing generic trend pieces when the fashion industry sped up and made seasonality redundant. More recently I’ve written articles about running for personal platform Run Your Style, take micro-blogging seriously on Instagram and have a long list of opinion topics I look forward to exploring for Medium.
ONLY WHEN IN SIGHT OF WATER: THE DOS AND DON’TS OF SUMMER STYLE
They say that fashion is about breaking the rules, which may well apply to the movers and shakers and haute couture makers, but style is actually about following them. Long ago, in a land before neon being on-trend and overnight-express-delivery (I KNOW, positively stone age) someone had excellent taste and everybody noticed. From that point onwards we've had a reference point, a guideline - an image to draw comparison with and work out how awfully wrong we've gotten it this time (and what we can do to improve our sartorial standing). Fashionability aside, these rules help us look like it all just comes naturally, like we don’t spends hours agonising in front of the mirror, like we’ve got our shit together. These rules make us better at life.
While summer is a time for fun and frivolity in fashion one cannot ignore these rules, so, in an effort to let us all have a more pleasant, less offensive aesthetic experience this season, here is a relevant selection of time-honoured commandments (plus a few that, whilst not strictly set in the stone, will keep you from looking like a chump).
While yours truly doesn't really understand the need for them AT ALL, one is willing to admit that the problem is too wide-spread to eradicate, so let's make a few things clear. Daytime footwear? Yes. Afternoon-to-casual-evening footwear? If you must. Night-on-the-town footwear? ABSOLUTELY NOT. Yes, it's Perth, it's summer, it's hot, but no one wants to see the entirety of your foot during dinner, even if it's expertly posed on a bar stool at El Publico. Particularly if you have the grooming habits of a Hobbit. Extreme pedicures not necessary (unless you want to, by all means go right ahead) but the if-in-doubt-clean-and-trimmed rule definitely applies to males AND females.
ON THONGS OF THE UNDERGARMENT VARIETY IN RELATION TO SWIMWEAR:
ON SUN PROTECTION:
If you haven’t yet got the memo something is seriously amiss. Sun protection is cool, skin cancer is not (also, a bright red base really limits your outfit options). Wear a hat. Hats are cool. Hedi Slimane said so and what Hedi says goes. Everyone secretly loves the insouciant hipster in the hat – that could be you! Just not one of those nasty, all-too-often-pin-striped, pressed plastic fedoras. Then you’ll be the creepo that noone loves, not even secretly.
ON SUNGLASSES ETIQUETTE:
We live in glare city so sunnies are absolutely warranted a lot of the time, but the bottom line is it’s pretty rude to go about your business all day without taking them off. Yes, ok, you’re not exactly having a heart-to-heart with the checkout girl so she doesn’t need to look deeply into your eyes, but if you’re enshaded more than 3m from the outside world you look like a shifty bugger. Case by case basis, but if you’re going to be inside for more than 30 seconds be polite and put them on your head.
ON SHORT SHORTS:
While we’re absolutely all for body confidence and wearing whatever makes you happy short shorts fall into the same category as skin tight jeans – mainly the domain of teenagers (and even then lots of them shouldn’t). There’s a simple way to check if they’re too short– pretend you’ve dropped your mirrored Wayfarers on the floor. Bend over to pick them up. If you feel even remotely like you’re flashing your bits, you probably are. Avoid, avoid, avoid.
ON MAN-MADE FIBRES:
Squeaky = sweaty. Just sayin’.
Textile variation is delightful, and one can certainly get away with lighter weights of fabric as the celsius rises, but do remember that sheer things tend to get a lot more sheer with the light behind them. And in summer there’s lots of light. And at some point it’ll be behind you.
Wear whatever you damn well please to the beach (as long as it covers the important parts, thanks very much), but swimwear, without question, should only be on display when you’re within sight of water. Even on Australia Day, I hear you ask? Oh, mate. ESPECIALLY on Australia Day.
SAMPLE PERSONAL BLOG POST
I am of the blogging era, and spent a lot of my formative years writing about my views on the internet. Most of this was to to with the state of the fashion industry, the way we wear clothes. and what that says about us as both individuals and societies. This is a post from my long-retired blog, The Harbour Master, which saw me transition from outrageous fashion student who wouldn’t be seen dead in activewear to a physio student learning that people who grew up liking sport didn’t share my aversion to Lycra-as-outerwear.
IN WHICH I ENTER A WORLD WHERE LEGGINGS ARE CONCEIVABLY PANTS
Maties, if you've known me for a while you may want to sit down.
I wore this - exactly this, no sexing up or slumming down for photos - consciously, out in public. Running shorts, a singlet and sneakers. RUNNING SHORTS AND SNEAKERS, MATES. MEN'S RUNNING SHORTS FROM KMART.
Does it matter, I hear you ask? Well, no. There are a million more important things happening in the world. But that's almost precisely why it does. This marks a turning point. Not so long ago this apparent lack of effort would have been inconceivable to me. Shorts were for children, sneakers for corporate chumps powerwalking to work. I thought ponytails were a waste of a real hairstyle. Sport was something people at school I didn't particularly like did. Leggings in any guise were never to be worn as pants. But my attitude has been shifting. Things that were once 100% NO WAY NOT EVER have become, at the very least, grey area.
What made me change my mind? Athletic minimalism from Alexander Wang and Céline (both of whom I'm coincidentally sporting here, with equal weighting to General Pants & Kmart. All class, all the time)? The sportsluxe vibe that's been sneaking onto the streets since circa 2010? Getting old? Getting fit? Everyone else giving less of a shit?
In the same way that I accepted (to be fair judged, but still accepted) someone wearing a beanie, board shorts, socks & pool slides yesterday, so too am I accepted in gear that I bought to sweat in at 6am before the world expects you to be polished. Because, it seems, in a scarily large number of situations it's become perfectly acceptable to keep your (hopefully sans-sweat) 6am style all day. Ex-Tigerlily designer Jodhi Meares' new activewear brand The Upside is pegging the yoga-studio-to-dinner angle. People buy gym clothes to wear instead of normal clothes. Lorna Jane has a whole section dedicated to 'leisure' wear (including 'Lorna's Fave Track Pant!') which looks suspiciously like sportswear to me. It's ok to do a Barre/Attack/Pump class (or not) on Saturday morning then go to breakfast/shopping/a home open in your fluoro singlet and 3/4 tights. Businessmen wheel & deal in cycling gear as much as they do tailored suits. We're not merely casualising our nation- we're wrapping it in highdensity performance micronylon with moisture wicking technology.
I scoff - but it's not entirely a bad thing. Getting active was a major player in my life shift and I'm certainly not going to discourage anyone else from doing it. It does concern me that people are missing out on the beauty of clothing that ISN'T designed to stretch and move and be thrown in the wash after every use, and that the notion of occasion-appropriate dress has already slipped through our fingers, but the concern I use to have for myself stooping to the aesthetic level of the gym bunnies? Gone. I've found more important things to worry about.
Disclaimer - I have worn leggings lycra running pants to nip in to the shops post-run, AND to the cafe at uni before a practical running lab, but I don't feel good about it. Promise I won't make a habit of it.
www.the-harbour-master.com (now retired from the internet)