I came to this work sideways, the way most good things come. I spent my twenties in editorial — magazines, mostly, then a brief, formative stint at a literary press in Edinburgh where I learned that every word either earns its place or takes up space. It was a harsh education, and also the kindest one I've had.
"The best brand voice isn't invented. It's excavated — usually from conversations no one thought to write down."
When I moved back to New York and started freelancing, I noticed something: the brands I was most drawn to writing for weren't the loudest ones. They were the ones with a genuine point of view, held quietly, not needing to shout. My job, I realised, was to help them find the language for what they already knew.
That's still the work, more than a decade on. I sit with founders, creative directors, and small teams who are brilliant at what they do but describe themselves with the same twelve adjectives everyone else uses. We slow down. We go back to the beginning. We find the real thing — and then we build the words around it.
I work with a small roster of clients at a time, always in proper depth. If you're hoping for a quick content calendar turnaround, I'm probably not your person. If you want someone who will read everything, ask the uncomfortable question, and stay until the copy actually sounds like you — let's talk.