Print | Retail
I started out as a magazine copy editor in 2003. Editorial is where I cut my teeth as a writer, editor and manager. Over the decade I spent swiftly rising from junior to deputy to chief, I learned to write visually, ideate on my feet, manage my time, deal with delicate egos, and nurture incredible talent.
In my recent brand work, I’ve written advertorials, flysheets, retail staff training guides, press kits, store signage kits, commercial catalogues and direct mail.
Titles I’ve worked on
Editorial | Brand | VM
Copy on the flysheet mailer for Mr. Jones Spring/Summer 2018 "Olympic" edition includes an intro to the season and issue star, gold medalist Shaun White, and an invitation to register for an in-store event. Mr. Jones is Australian retailer David Jones' men's style magazine, in the tradition of Mr. Porter.
This advertorial for Hugo Boss appeared in Qantas magazine. My copy spotlights three men's casual jackets and how to style them in and out of the office.
I wrote, edited and managed copy on Rockets of Awesome's Spring 2020 direct mail project: a multi-page catalogue (above), trifold and postcard. Focusing on brand awareness, we spotlighted the spring trends, hero categories, and thoughtful design details.
My hashtag was chosen for Vince Camuto's #ShoeandTell in-store promotion. Shoppers would stand on the branded vinyl in their intended VC shoe purchase, snap and share their selfie for 10% off. The campaign rolled out in VC stores across the country and was promoted via social.
Extract from the David Jones "Last Minute Gifts" 2018 Christmas catalogue. I was responsible for writing content and special offers, compiling captions, editing and proofing the asset.
Extract from the David Jones "Last Minute Gifts" 2018 Christmas catalogue. I was responsible for writing content, compiling captions and special offers, editing and proofing the asset.
Extract from the David Jones "Last Minute Gifts" 2018 Christmas catalogue. I was responsible for writing content, compiling captions and special offers, editing and proofing the asset.
A sample from the signage kit I wrote for the (sadly, closed) Rockets of Awesome flagship store in New York.
Louise et Cie Press Kit: Brand Intro
A sample from the signage kit I wrote for the (sadly, closed) Rockets of Awesome flagship store in New York.
Louise et Cie Press Kit: Brand DNA
Louise et Cie Press Kit: The Woman
I interviewed Australian actress Jessica Napier about the ups and downs of making it in America. (Page 1 of 2)
Cosmopolitan main fashion editorial: I regularly wrote Cosmo's headlines and intro copy (known as "sell" copy in mag land).
As copy chief of shopping magazine SHOP Til You Drop, I indulged my love of fashion by helping the stylists bring their market pages to life with fun, trend-driven language.
SHOP magazine travel story reporting on Kuala Lumpur's mega-mall culture at the height of the Malaysian capital's shopping carnival.
As a 6ft tall woman, I wanted to write about my biggest shopping pain point. This is an extract of a "tall and short dressing" feature in SHOP magazine that I pitched and then co-wrote with my height-challenged colleague Bella.
SHOP's how-to segment tackles tricky dress codes and what to wear. This extract covers two scenarios for Sunday sessions (otherwise known outside of Australia as Sunday-night drinks with friends).