From sleep stories to clothing campaigns, long-form poetry to editorial articles, comprehensive brand audits to meticulous copy edits, over the years I’ve grown an eclectic portoflio filled with projects of all sorts.
Here are some of my favourites.
Marketing & Brand
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360° brand refresh
I led a comprehensive 360-degree brand refresh for OutsideIn, a purpose-driven clothing business. Our goal was to elevate the brand’s identity, refine its tone of voice, and emphasise its commitment to impact across all customer touchpoints, including the website, social media, emails, packaging, and signage marketing.
This extensive refresh encompassed:
- Updating all brand copy, including key elements such as: mission statements, core values and taglines.
- Developing a cohesive communication strategy for: website, social media and email marketing.
- Introducing updated visuals and a fresh look and feel.
- Crafting new impact-focused messaging to resonate more deeply with our audience.Please see some highlights from the project linked below, and get in touch if you would like to see specific elements of this project.
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'strangers, made someone' campaign
I developed and led a comprehensive brand campaign aimed at raising awareness about the loneliness of homelessness. This included crafting the central messaging behind the campaign and all communication aspects associated with it.
These aspects encompassed:
- Campaign narrative and tagline.
- All copy for clothing designs, including two interactive pieces.
- Product, collection and promotional copy.
- Social media strategy and copyediting.
- Scripted copy for video elements of the campaign.
- All campaign signage.
- A blog series to accompany the campaign.
- An email strategy and all copy within the email communications.Please see a brief overview of some key campaign elements linked below.
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'wildflowers' campaign
Wildflowers was a design campaign aimed at connecting the brand’s outdoor aesthetic to its impact-focused mission. This included:
- Campaign narrative and tagline.
- Creative copy for a collection of clothing designs.
- Social media copy and strategy.
- Product, collection and promotional copy.
- An email strategy and all copy within the email communications.The clothing collection was re-stocked four times after selling out with each re-run. To date, it is one of the brand’s bestselling collections, and a ‘Part Two’ is currently in the works.
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'sister talk' content strategy & copy
To enhance Soli’s newly-launched in-app feed, I developed and led a comprehensive content strategy for daily posts aimed at fostering user engagement through comments.
The strategy encompassed:
- Researching current trends, particularly within Gen-Z culture.
- Crafting tailored communication to encourage participation.
- Developing an image strategy and providing design direction.
- Writing all copy for each post.
- Collaborating with Soli’s in-house content team to ensure seamless execution of all elements.From March to May, this approach garnered over 30,000 interactions from users worldwide.
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World Giving Day Campaign
To demonstrate OutsideIn’s commitment to creating positive change, I spearheaded a comprehensive, multi-channel campaign for World Giving Day, aligning with the mission to support individuals experiencing homelessness. This campaign showcased business as a force for good through a strategic partnership with influencer Will Hughes (What Willy Cook) and the charity Soup Kitchen London.
Campaign highlights included:
- A lunch event at the Soup Kitchen, featuring a specially curated menu cooked by Will Hughes, chef Isaac Hughes, and the Soup Kitchen team for London’s homeless community.
- A limited-edition clothing release.
- PR initiatives.
- Targeted social media and email campaigns.
- A series of awareness-raising blog posts. -
end of year impact report
I created an end-of-year impact report for OutsideIn to showcase its impact achievements for 2023, as well as its impact-driven goals for the future.
This project included:
- Working with key stakeholders to execute the vision and intention of the report, and to fulfil the strategy of sharing it with customers.
- Crafting all brand copy.
- Editing each contributor’s copy.
- Design and image-sourcing.
- All communication around the impact report including social media, email and website. -
International Women's Day Campaign
To celebrate International Women’s Day and support OutsideIn’s mission to help people facing homelessness, I led a creative campaign called ‘Dignity In The Details’. Through it, we strived to honour women, amplify awareness around female homelessness, and advocate for dignity among those affected by it.
My role within the campaign included:- Crafting a compelling campaign narrative and tagline.
- Writing engaging blog posts to capture the essence of the campaign and highlight its unique meaning.
- Crafting all copy for social media, including captions, ads and any text displayed on campaign imagery.
- Writing clear, engaging product and collection descriptions.
- Crafting all email marketing copy, ensuring cohesive messaging across the campaign. -
'Built For Belfast' Campaign
To celebrate OutsideIn’s Belfast origins and its local community, I crafted a poem to accompany a detailed design by a local artist, highlighting the essence of Belfast.
My role within this campaign included:
- Developing the creative campaign narrative and tagline.
- Editing all social media copy.
- Writing product, collection and promotional content.
- Crafting all copy for the campaign’s email communications.As a result of the campaign’s success, the collection was expanded with new designs and color variations, and made available to online customers.
CREATIVE & NARRATIVE
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sleep stories
As part of the Glorify App’s committment to promoting mental, spiritual and physical health, I created and wrote a series of sleep stories, ranging in length from 5,000 to 15,000 words, specifically designed to facilitate rest, relaxation and enhance sleep quality in adults.
Collectively, these stories have amassed over 2.68 million listens from unique app users globally, and to cater to the Glorify App’s Latin American and Brazilian markets, these stories have been translated in Portuguese and Spanish.
The Glorify App is an A16z & Softbank funded Mental Health & Wellbeing start-up with a reach of over 10 million users globally.Due to app restrictions, please contact for audio samples and please find the collection of story titles linked below.
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'Anomaly of wonder'
Phénomène is a coffee table book created by artist and designer Janina Victoria. It showcases a compilation of poetry and art in collaboration with creative thinkers across the globe, of which I was one of the contributing writers.
This poem, 'Anomaly of Wonder,' was written as a reminder that in a world where we focus on our weaknesses, our wreckage, and our 'what ifs,' we ought to recall the extraordinary wonder that lies within us too.
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'A letter to my soul'
This poem was commissioned as part of a series of long-form, meditative sleep poetry designed to promote relaxation and quiet reflection before bed. In addition to the writing, I provided the vocal direction for the voice artist to ensure the correct cadence, emphasis and inflection throughout, as well as editing support for the sound designer.
This poem was written and recorded for the Glorify App, an A16z & Softbank funded Mental Health & Wellbeing start-up with a reach of over 10 million users globally.
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She inspires me conference
I was honored to represent OutsideIn, a purpose-driven clothing brand, as a guest speaker at the annual She Inspires Me Conference, organised by Who Is Hussain?, a renowned British homeless charity.
The event specifically addresses the issue of homelessness among women in the UK and the unique struggles faced by those impacted by it. As a writer and brand strategist, I was asked to address the important role of purposeful communication in combatting homelessness and to explore the use of creativity within impact-focused initiatives.
For this occasion, I personally delivered the speech; however, I am also an experienced ghostwriter, confident in crafting speeches, letters, and various other resources on behalf of others.
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'love'
A poem about that thing we’re all in search of, commissioned for a wedding to be part of the couple’s invitation.
For clients seeking personalised poetry or creative writing, I will work closely with you to ensure every detail feels authentic, original and uniquely you.
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'Sleep, Sweet Sleep'
This poem was commissioned as part of a series of long-form, meditative sleep poetry designed to promote relaxation and quiet reflection before bed. In addition to the writing, I provided the vocal direction for the voice artist to ensure the correct cadence, emphasis and inflection throughout, as well as editing support for the sound designer.
This poem was written and recorded for the Glorify App, an A16z & Softbank funded Mental Health & Wellbeing start-up with a reach of over 10 million users globally.
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'Home'
This poem was written for OutsideIn as part of a Christmas campaign to highlight the issues of homelessness in a way that would resonate with their customers.
OutsideIn is a purpose-driven clothing brand on a mission to help people experiencing homelessness. A significant part of their work involves raising awareness of the struggles faced by those impacted by homelessness, particularly feelings of loneliness and a lack of belonging.
The poem emphasises that 'home' is more than a physical structure; it is something that can be cultivated through simple acts of kindness, love and goodwill.
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'The Stillness of The Saviour'
This poem was commissioned as part of a series of long-form, meditative sleep poetry designed to promote relaxation and quiet reflection before bed. In addition to the writing, I provided the vocal direction for the voice artist to ensure the correct cadence, emphasis and inflection throughout, as well as editing support for the sound designer.
This poem was written and recorded for the Glorify App, an A16z & Softbank funded Mental Health & Wellbeing start-up with a reach of over 10 million users globally.
EDITORIAL & scripted
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'What to do when panic attacks'
As the Head Writer for this 7-part Course on the Glorify App, I integrated scientific research with biblical stories to address anxiety and panic attacks as part of Glorify’s mental health content. Collaborating with a Psychotherapist and Theologian, I crafted each 10-15 minute episode. I also directed the vocal narration in the studio and assisted with the sound editing, ensuring the Course's successful completion and final delivery.
For a broader audio sample of the Course please contact me for more.
I serve as the Lead Editor and Writer for the Glorify App’s 'Courses', bridging the realms of audiobooks and podcasts.
Each Course is crafted to provide listeners with fresh insight, knowledge, and actionable strategies across a spectrum of topics including mental health, self-improvement, theology and universal life experiences.
Beyond script development, my role extends to co-directing in the studio and overseeing production through recording, post-production, and final delivery phases.
This Course is one of 13+ Courses I have developed in partnership with the Glorify App.
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'Grappling with grief'
Working with author, speaker, and consultant Dr. Angela Williams Gorell, I co-wrote and edited a 10-part Course designed to provide insight and practical support for listeners experiencing loss. Based on Dr. Angela’s bestselling book, The Gravity of Joy, this was one of Glorify’s longest and most intricate Courses. I also directed Dr. Angela’s vocal narration in the studio and assisted with sound editing, ensuring the Course's successful completion and final delivery.
For a broader audio sample of the Course please contact me for more.I serve as the Lead Editor and Writer for the Glorify App’s 'Courses', bridging the realms of audiobooks and podcasts.
Each Course is crafted to provide listeners with fresh insight, knowledge, and actionable strategies across a spectrum of topics including mental health, self-improvement, theology and universal life experiences.
Beyond script development, my role extends to co-directing in the studio and overseeing production through recording, post-production, and final delivery phases.
This Course is one of 13+ Courses I have developed in partnership with the Glorify App.
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'The Fundamentals of Forgiveness'
I collaborated with Dr. Everett Worthington, founder of the REACH method, bestselling author, and leading expert on forgiveness, to create a 10-part Course showcasing his 50+ years of research on forgiveness in a fresh and engaging manner. This Course was complemented by a shorter series focused specifically on the REACH method and its practical applications. In addition to my roles as Writer and Editor, I assisted with post-production for each Course, ensuring a successful and seamless final delivery.
For a broader audio sample of the Course please contact me for more.
I serve as the Lead Editor and Writer for the Glorify App’s 'Courses', bridging the realms of audiobooks and podcasts.Each Course is crafted to provide listeners with fresh insight, knowledge, and actionable strategies across a spectrum of topics including mental health, self-improvement, theology and universal life experiences.
Beyond script development, my role extends to co-directing in the studio and overseeing production through recording, post-production, and final delivery phases.
This Course is one of 13+ Courses I have developed in partnership with the Glorify App.
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'No one is a stranger'
A story of resilience and the realities of life as a Syrian refugee, this interview captures the heartache, hardships and hope of Khaled and his sons as they build their new life in the UK.
An article for House Update Magazine, Issue #2.
Role: Journalist & Editor
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'Fruits of the spirit'
“Life is lived on an interesting path, holding twists and turns, some ups and many downs. There’ll be great times and there’ll be tough times, and there’ll be learning – a lot of it. You’ll mature, you’ll grow and you’ll encounter some beautiful moments along the way. In all its simplicities and complexities, life is amplified by what Paul speaks of as the ‘Fruit of the Spirit’.”
An article written for House Update Magazine, Issue #4.Role: Writer & Art Director
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'he said, she said'
“We live in a world where everything differs – people, cultures, preferences, opinions, careers, choices, beliefs and many things in between. But more often than not, the differences that should celebrate our individuality, end up disrupting our unity. Offence, bitterness, blame, criticism – they said this, they said that, he said this, she said that. Relationships - whether professional, or between friends, in a marriage or in the space of dating – are falling short of longevity because of a lack of understanding of why it is good to be different and how to honour those differences - however they may look.”
An article written for House Update Magazine, Issue #3.
Role: Writer, Journalist & Art Director
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'Living A Purposeful Life: an interview with CLÉ HUNNIGAN'
“A dreamer, an artist, a masterful creator and the Founder of the Wind Collective, a global travel collective and creative agency, Clé Hunnigan is on a mission to use his gifts and his craft to uncover the beauty of the people and places he visits. Hunnigan brings a unique and very authentic perspective to both life and art, drawing inspiration from his struggles, his victories and the ebbs and flows of the world around him. Throughout his interview, Hunnigan brings the same wonder to these next few pages as he does to his own work.”
An article written for Phénomène Magazine, Digital Edition.
Role: Writer & Journalist -
'A Year In The Waiting: An interview with posi Morakinyo'
“In a world where life seems to happen at the speed of light and at the tip of our fingers, we have become a restless people; always looking for the next thing, always willing it to happen faster. Yet in our pursuit of a relentless need for something other than what we have right in front of us, the last two years have shaken things up in a way that no one could have expected, and forced us to press pause in a way no one knew they needed.”
An article written for Artists Still Live Here Magazine, Issue #4.
Role: Writer & Journalist