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Work
Neko Health – Lead Writer, website and app refresh, Spring 2026
Through Spring 2026, I spent six months with Neko as they launched a new website and app, and prepared to open their first clinics in the US. I worked closely with the growth, product marketing, and design teams, as well as the in-house medical team, to write the Home, PDP, About, and Careers pages. For the new iOS app, I handled end-to-end UX writing, from optimising sign-up flows to crafting detailed descriptions for every metric Neko tracks as part of its scan. I also managed US and Swedish translations. AI is at the heart of Neko's business: I used Claude extensively in my writing and research, and played a significant role in creating LLM-friendly tone-of-voice instructions for the business.
Apple UK – Lead Writer, There's more to iPhone project 2025
I joined the Marcom team at Apple UK as a full-time contractor in November 2024. Over the course of 11 months I had the opportunity to work across a number of projects, from store relocation comms to high-profile campaigns. The "There's more to iPhone" campaign has been running since 2018, and was due a refresh to match new advertising creative and to keep up with features and services offered by current iterations of the device. Of 28 cards, seven were new, eight needed to be updated, and the remainder needed to be edited for consistency. It was exciting to be part of a powerhouse creative team where quality is prized and every word is scrutinised to ensure meaning is maximised.
Mount to Coast – Fractional Head of Content
Mount to Coast launched in spring 2024 with an innovative long-distance running shoe targeted at ultrarunners. I was brought on as Fractional Head of Content to lead the brand's written output. Instead of speed, we focussed on positioning the shoe around the idea that through long-distance running, we learn a lot about ourselves. This led us to 'For runners who transcend distance', which has become the brand's tagline. In addition to this positioning work, I wrote all brand copy and helped Mount to Coast to find its voice on social media, growing to over 200k Instagram followers in two years. I also produced and hosted a podcast for Mount to Coast, interviewing the brand's supported athletes.
Wildfarmed Full of Life Toolkit – branding, TOV, mission, messaging hierarchy
Wildfarmed is the most exciting business in the UK today. Where most of us assume it's national governments' role to tackle climate breakdown, Wildfarmed is taking a lead and making change happen, one slice of toast at a time. As the business heads into a period of rapid expansion, it needed a toolkit to translate the ethos of the founders and core team into something that can withstand the scrutiny of more touch points and more products. Working with branding agency New For and Wildfarmed's marketing team, I helped craft the brand story, messaging hierarchy, tone-of-voice principles and creative pillars. If you haven't heard of Wildfarmed, that will change, very soon.
Tracksmith Why the Mile? Film creative direction and written feature
"Why the mile? Why track and field? Few sports allow for individuals to excel and communities to shine. The mile is an outlet for athletic excellence and one we believe everyone at every stage of athletic development can benefit from. But more than anything, racing the mile connects you with the broader track and field community, a community whose strength, camaraderie and positivity really came through that night in London."
Tracksmith organises a series of participation races, and for our first outside North America, we wanted to show our commitment to the London running community.
Lifeforce Membership Magazine – Editor and Content Strategist
I worked with the US healthcare startup Lifeforce to create a print magazine for new members that would convey complex health information, build a sense of belonging and reflect the brand's nuanced worldview. With the intention of educating new subscribers about the services Lifeforce provides, and building retention while readers are at their most engaged, we created a mix of features from celebrity-focussed, to the history of medicine, to lifestyle. The result is an evergreen magazine that can be reprinted as necessary, along with editorials that work brilliantly in print or on social.
Tracksmith Eliot Runner – campaign writing for product launch
"Who hasn't run the tightrope of a six-inch 'trail' beside a wide asphalt bike path? Logging thousands of miles across New England, we found those moments on pine needle trails, wood chip paths, and old indoor tracks. In France, they'd call it 'terroir.' In New England, we call it pretty great running. And that's the sensation we wanted to bring to the roads – soft, resilient, responsive and ready for anything."
The Eliot Runner was Tracksmith's first move into footwear and the creative direction needed to present a considered, elevated narrative that explained why the shoe was worthy of its premium price tag.
The Amateur – a guerilla campaign for the 2022 World Championships
"For the first time in history, the outdoor World Championships were held in the United States. We wanted to make the most of this special moment by producing a newspaper... Across ten days, with a team of over 14 talented writers, we printed three editions of The Amateur and a total of 33,000 copies – to deliver to track and field fans."
For runners the World Champs are a big deal, but as a small brand, sponsorship was beyond our budget. Instead, we got the Tracksmith brand in front of thousands of track fans every day of the event, handing them free newspapers, packed with fresh engaging content and brand messaging.
The Path to Renewal – original poetry for seasonal campaign videos
Working alongside Tracksmith's Creative Director, I created a series of poems to accompany seasonal campaign videos. I was able to explore the language and sensations of the seasons and the experiences we share as the weather changes and goals come into focus while previous accomplishments diminish in the rear view. Spoken by current and former runners and laid over the cinematography of the brand's long-time visual collaborator Emily Maye, these striking films both show the new season's garments in use and create a brand vision that reflects and amplifies the runner's perspective. At present the Path to Renewal has over 3m views on YouTube.
METER Magazine – editor, writer
I was initially commissioned to create a magazine for Tracksmith in 2014. Running was poorly served in the media and deserved a publication that paid homage to the sport's heritage, beauty and enduring appeal. METER played a major role in presenting Tracksmith's worldview, and building mythos around the brand. As Editor, I had a free rein to commission writers, photographers and illustrators to best deliver a global perspective of the sport to our loyal fanbase. In 2020 I oversaw a redesign with New York agency Doubleday and Cartwright, working with stakeholders from within the brand, the agency, printers and freelancers to create a bigger, fresher version of the magazine.
Speedo Made for This – Pentland Creative Agency, copywriting
"Made for early starts, made for late nights, made for constant hunger... Made for this. Made for Fastskin." To launch Speedo's competition swimsuit, we interviewed teenage club swimmers to discover what gets them out of bed at 5am to train, and what inspires them to sacrifice their social lives in order to compete at the highest level. The answer was a sense of belonging, something that unites competitive swimmers at all levels of the sport. This inspired the big campaign idea that as an athlete, you're "made for this", and you deserve the best equipment to give it your best shot: Fastskin.
Speedo Learn to Swim creative – Pentland Creative Agency
Working with Art Director Kirsty Hopkins, we completely reworked the ecosystem around Speedo's Learn to Swim collection, from packaging to product descriptions to online editorial content. We interviewed swim teachers, and spoke to parents (as a new father, I had skin in the game) and created messaging that reflected children's pure joy of swimming, while presenting practical, valuable advice to parents. Working through multiple rounds with the brand marketing team, we created an ecosystem that still feels fresh five years later.
Canterbury Own the Unexpected – Pentland Creative Agency, copywriting
Inspired by the illustrious England Manager Eddie Jones' unorthodox tactics, the Own the Unexpected campaign promoted Canterbury's sponsorship deal with the England Rugby Team. Some teams aim to control the uncontrollable, England aims to capitalise on it.
Canterbury Train for your Game – Pentland Creative Agency, copywriting
Rugby is a hard, physical game, but like all sports, the real work happens away from competition, in the gym and on the training pitch. To launch Canterbury's collection of training gear and associated content, we created the Train for your Game campaign, supporting committed players to train smarter, not harder.
Background
I'm a natural doer. I love to take photographs, make music and create. When I unearth an interest in something, I become obsessive about it. And as David Epstein describes in Range, I've found that the learning and practising of new skills often leads to new ways of thinking. Enthusiasm, exploration and experimentation are key to my approach and directly inform my philosophy when it comes to doing good work: listen; be aware of your blindspots; bring others with you; challenge and support younger team members to reach their potential; lead by example; never stop learning. Above all, do the damn work.
If you would like to talk about working together, please contact me:
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