Lil . Specialist Writer

Intermediate

Specialties - Web Writing, Print, Viral Communication, Tone of Voice, Social Media.

I used to come home from primary school full of chatter, and my mother would say “That’s nice dear, why don’t you write a story about it?” Now that I’ve grown up I haven’t stopped telling stories, but luckily I get paid to do it.

It took a degree in Psychology before I decided I could best put my human insight and writing skills to use in advertising, first at Ogilvy NZ and then BlackwoodKing, where I worked across a range of brand and DM clients. But what I really love is the online environment and all the possibilities it creates for interaction.

I’ve done a fair bit of work for online magazines. I have numerous blogs and online profiles, and I’ll probably break up with you by changing my Facebook status. All this practice means I’m great at writing for online. And the succinct, single-mindedness that it requires, I think, translates well into any kind of copywriting.

Freelancing has taught me a lot about personalities, both of the people I meet and the brands I work on. It’s becoming increasingly important to build brands that people can believe in, to make sure they have an appealing personality that remains consistent over every communication. And that means telling their story in the right way. So if you need a storyteller for your brand, I’d be delighted to help you out.

Media Design School

Media Design School produces some of New Zealand’s top creative talents across a number of media, animation and online industries. They needed a website that reflected the fresh, cutting edge thinking that goes on inside their building on Auckland’s Queen St (but to keep the geek-speak to a minimum).

Telecom XT Network

Joining other pros from the superb Pond digital team, I wrote many of the web pages for Telecom’s new XT Mobile Network site. This project required search engine optimisation, clear navigation within the text, matching tone and style to the rest of the team as well as making sure the complex source material from the client came out fresh, simple and easy to take in.

The Design Institute of NZ (DINZ)

The dinz website needed a makeover – and we’re talking serious surgery. Taking dinz’s new brand position “the voice of NZ designers”, it was my task to create a tone of voice that reflected this but also supported the interactive nature of the new website – without getting in the way. The site was supported by e-letters to members and an article in ProDesign magazine.

NFS Health Supplements

We’ve all heard the story – tiny budget, short deadline, lots of messages to convey. NFS was one of those jobs, needing eight print ads that would cover a whole year’s worth of season-specific advertising (and two days to do it in). It was time to write some clever headlines…

Powershop (website)

Powershop is a revolution in the way we buy electricity. Now you can pick and choose the power you want, whenever you want. And it’s all online. The challenge was to convey this new concept as succinctly as possible, but to keep that Powershop ‘spark’ (yes, I went there).

Change Agent (website)

A new company, with a new approach to recruitment. And another relatively complex service that needed to be written about in the simplest way possible, so that it could hit the ground running when the site launched.

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