These examples show how I use structure and strategy to turn raw material into marketing that’s easier to understand and harder to ignore. For websites, that might mean tightening the offer, clarifying value and making conversion points feel natural. For profiles, it’s about adding warmth, voice and a story people actually want to read. Different formats, same goal: make the message obvious, make it believable, and make it easy to take the next step.
Neologik
Neologik’s old site explained how the technology worked. It didn’t explain why it mattered. I restructured the messaging, clarified the positioning, created a new strapline, and moved the tone away from heavy technical language towards confident, outcome-focused communication.
Recruitment Revolution
As Recruitment Revolution rebranded, they needed messaging that reflected the new direction. The website had to do more than look different – it had to sound distinct.
I refined the positioning, reworked the core copy, and strengthened conversion points to support a clearer, more differentiated offer.
Specsaroundtown
Specsaroundtown is an e-commerce optometry site that needed clearer messaging to support online sales. The offer was strong, but the benefits weren’t landing quickly enough.
I refined the structure and product copy to make the value clearer, simplify decision-making, and strengthen the calls to action.
This graduate profile shows how I focus on the story behind the success. Instead of listing achievements, I drew out the motivation and turning point that shaped her direction, creating a piece that feels human, purposeful and authentic.
This profile shows how I capture voice and atmosphere as well as information. By framing her move from Vienna as a leap into adventure and focusing on lived experience – seminars, societies, the beach, belonging – I turned everyday details into a vivid, relatable story.
This feature shows how I handle sensitive, research-led subjects with clarity and care, translating complex findings into accessible, human-centred storytelling.
Life day
This film was created for a major multinational energy company’s Life Day, an internal safety awareness initiative focused on keeping staff safe across operations worldwide. The brief was to deliver a message that was serious without feeling heavy, reinforcing safety culture in a way that employees would actually watch and remember.
4 years, 2 minutes, 1 choice
I wrote the script for this film, which was later shot by an agency using actors. The idea was to show university as a whole journey rather than a moment in time – an adventure that unfolds over several years – and to give prospective students a vivid sense of the energy, freedom and possibility of the experience.
Our BU story
This is a great example of quick thinking and problem solving. I was pulled in with just four hours’ notice to create a replacement video after a project from another team had been deemed unsuitable. I wrote the script and created the video from stock footage in just three hours, which gives a good sense of how well I can work under pressure.
The concept was later expanded into a far more polished piece, narrated by Kate Adie, which can be viewed here.
Thrive
Written for a client of Casual Films, this piece explores the motivations behind individual success and challenges the idea that everyone reaches it in the same way. It’s built around a simple insight: people are different, so the ways they grow, perform and thrive will be different too.
Welcome video
I created the concept and wrote the script for this welcome film, built around the idea that Bournemouth University is shaped by the many nationalities and cultures within it. My idea was to create one central narrative, then have each participant translate their section into their own language – many voices, one welcoming message about belonging, acceptance and community.
Class of 2020
This was my concept from the outset, written to recognise the unique circumstances faced by the Class of 2020, who were unable to celebrate together in the usual way. The challenge was to strike exactly the right tone: warm, sincere and uplifting, while still acknowledging the disappointment and strangeness of that moment. This video was played as part of their online graduation ceremony, and moved many of those who saw it to tears.
I write and publish books and magazines for Little Brother Publishing – unofficial titles inspired by Stranger Things, Fortnite, Roblox and Brain Rot–style gaming culture, sold into a fiercely competitive newsstand environment (including supermarkets), where shelf space is tight and attention is brutal. It’s a fast, high-pressure discipline that rewards clarity, pace and instinct for audience. After all, if you can win on a crowded supermarket shelf, you can win on a home page.