Web – copy, concepts, editing, information architecture.
Journalism – interviews, profiles, features, news.
Public relations – media releases, media liaison, media coaching, interview prep.
Brochures.
Speeches.
I am a fully trained and experienced journalist so I strive for brevity, clarity, wit, and punch in everything I write. I’ve also got a First-Class Honours Degree in English Literature so I’m not averse to a bit of lyricism, circumlocution, or metaphorical flights of fancy if that’s what the project demands.
I always take great care to match style to client and audience. My first task is to get to know you, your organisation, your brand. Then my question is: who is your audience? Once I’ve quickly got all that in my head, we should be away laughing.
As an editor, my mission is to slash through padding, destroy waffle, crush clichés without mercy, and impose order on scrambled sentences and mangled syntax. But don’t worry, I’ll be gentle.
http://foundryasset.com
A new investment advice company entering the market has got to establish credibility pretty damn fast (especially in a market as jittery as ours). Backed by the chaps who set up 42 Below, Foundry Asset Management needed a smart brochure site with copy that kept things simple but communicated the company's depth. So that's what I gave them.
www.fisherhouse.co.nz
A brand new website for a brand new restaurant. A no-expense-spared refit of the historic former home of Sir Woolf Fisher has resulted in an up-market function centre incorporating bar, restaurant, cafe, and meeting rooms. My job was to pull it all together into some digital content that struck the right tone throughout and sold the establishment's features with style.
www.johnstonholtmeier.co.nz
A business consultancy with a difference: this one specialises in go to market strategy. Communicating the hard-nosed yet creative nature of this company's approach required digital content that packs in a lot of explanation without overwhelming the reader - and inspires them to pick up the phone.
Telecom XT Network
I wrote various elements of Telecom's spunky new XT Mobile Network website with The Pond's digital team, a process that involved precisely matching tone and style, strict version control, and tight teamwork. In particular, I evolved the content for new Global Roaming microsite and the T-World pages from basic material provided by the client, and wrote a ton of definitions for 'hover text' notes throughout the entire site.
Odyssey House (web)
A complete revamp of the organisation’s existing website to make it more user-friendly for two distinct audiences: ordinary people looking for addiction treatment information for themselves or a loved one, and professionals such as funding providers, DHBs, and media.
Build NZ / Design NZ 2009 (sales brochure)
I’ve written the sales materials for this trade exhibition for several years now and it’s a tricky proposition to come up with something that feels inclusive for both builders and designers.