Selected writing, 2023–2026

The work, read as it was written.

No screenshots-as-trophies here. Copy is meant to be read, so each project below is presented the way I'd present it in a room: the brief, the line that solved it, and what happened next.

Meridian Bank

Brand voice · 2025

VoiceGuidelines

A bank that finally sounds human

Meridian had grown from a startup into a licensed bank, and its language had grown a suit and tie along the way. Statements read like legal notices; error messages blamed the customer. I audited every touchpoint, then rebuilt the voice from a single principle: say the true thing, plainly, before you soften it.

The deliverable was a voice guide the whole company could use — with a rewrite of the two hundred most-read screens as proof it worked.

You have £42.10 left until Friday. Want to move a little across from savings?

Result — support tickets tagged "confusing" fell 38% in the first quarter after rollout.

Ostro Coffee

Naming · 2024

NamingPackaging

Naming a coffee you can't put down

A specialty roaster launching twelve blends needed names that felt like a family without sounding like a spreadsheet. I built a naming grammar — verbs of light and time, no origin clichés, no bean puns — so the range could grow for years without repeating itself.

The lead blend, Small Hours, became the shop's bestseller and the anchor of the whole identity.

Small Hours — a dark roast for people who like the quiet part of the day.

Result — the range sold out its first roast in nine days and reordered at triple volume.

Fathom App

UX writing · 2025

UXProduct

The onboarding that stopped losing people

Fathom's budgeting app had a beautiful sign-up flow that nobody finished. The problem wasn't the design; it was five screens asking for trust before they'd earned it. I rewrote the sequence to explain the why before the what, and cut the word count of the whole flow by half.

The biggest change was a single reassurance, moved from a buried tooltip to the top of the first screen.

We'll never move your money. We just help you see it clearly.

Result — activation from install to first budget rose from 41% to 63% in eight weeks.

Verata Skincare

Campaign · 2024

CampaignTagline

A launch campaign in nine words

Verata was entering a crowded shelf with a single serum and a small budget. There was no room for a paragraph. The brief was to find one line that could work at billboard scale and thumbnail scale — and say something a competitor couldn't lift.

We tested eleven directions. The winner leaned into the brand's one true fact: it does less, on purpose.

One bottle. One job. Skin, left alone to do the rest.

Result — sold out of launch stock in three weeks; the line still fronts the brand today.

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