Sweep is an eco-tech start-up that produces carbon accounting software aimed at large corporations. As the first and only copywriter, I took care of everything from in-product copy to newsletters and from social media to articles on climate change. 


Target+B is a fintech company, part of Target Group, which has created an online mortgage lending platform for banks. As the first and only copywriter they’d worked with, I defined the tone of voice, wrote the guidelines and wrote UX copy for the product itself. Maybe I’m just a nerd, but it was one of my favourite projects to date. 

Roomi App: Tube ads

Roomi is a flatsharing app for people who have a room to rent out or who want to find flatmates. They asked me to write the tube ads for the London launch. Click here for the series.  

Richmond International
Winkreative selected Works

Winkreative: Brochure

Winkreative is a branding and design and communications agency based in London. I was commissioned to write all the copy for their beautiful showcase brochure for prospective clients, highlighting their best work (such as Beyond Magazine for Lexus). As copywriters themselves, it had to be good. I spoke to management, account managers designers and clients to pinpoint why each project was a success. Then I wrote, edited it in inDesign and proofread it. 


London Business School: web content

I helped the leading business school to migrate to a new website, with a new tone of voice. I rewrote content, wrote it from scratch, interviewed alumni, students and governors, and built pages using templates. 


University of East London


The University of East London: Website

At a time when universities have to go all out to sell themselves, the University of East London relaunched its website with a new look and feel, simpler navigation and a more student-focused tone of voice. As one of a team of three copywriters, I interviewed academic staff and students and wrote and rewrote all the web pages, including subject pages. Here’s some sample copy.


CRM copywriting

Depop is an app for buying and selling second-hand clothes, aimed at Gen Z. I wrote email newsletters, push notifications, in-app splashes and more, targeting customers (sellers and buyers) at all stages of their journey. 


Heineken: Corporate web content

Heineken updated its website with a fresher look and feel and needed words to go with it. As part of a small team at Investis Digital, I rewrote hundreds of pages, choosing the relevant templates and components. 



Streetchild United: Website 

Streetchild United is a UK charity that organises sports events for street children around the world. On a pro bono basis, via the Media Trust, I helped them with their website copy, rewriting much of it and giving it a more ‘human’  tone of voice (with less ‘sector-speak’). 


Streetchild United
Streetchild United


Elespacio: Newsletters, video scripts & case studies

Elespacio is a boutique agency based in Berlin and Barcelona. As their regular copywriter, I’ve written PR material (case studies, videos and newsletters about their work) and material for their clients (including People Per Hour Facebook ads). This is a case study for a project they did for the gin brand, Beefeater London.


Fantasy corner: Spec ads

These are written to briefs that don’t exist for clients that aren’t my clients. They’re just for fun and for practice and to keep my brain ticking when I have a spare five minutes.

Horniman robot zoo spec ad
Woodland Trust
Horniman spec ad 3 1
Woodland Trust
Pet remedy