Putting words to work with Swisse

Swisse had the brand foundations. What they needed was someone whose whole job was the words.

That's me – turning loose briefs and scattered topics into EDM campaigns with a real point of view. Taking TGA-compliant launch packs and turning them into something worth reading, across DTC and retail. Multiple channels, one consistent voice. 

Warmer. More specific. Very Swisse.

Made NAB more human, less banky

Wrote for NAB across campaigns, digital platforms and product experiences, for students, everyday customers, brokers and partners.

Did national campaign work and copy for banking services. So OOH, social, eDMs, web pages, broker and partner comms on LinkedIn and B2B channels, O-Week student activations, plus website and product content for core banking services and MyCard (credit cards).

MyCard
TOV development

Co-developed TOV for MyCard following NAB’s acquisition of Citi, shaping a more premium, standalone credit-card identity while staying aligned with NAB’s broader brand system.

Led structural and UX copy across the website, simplifying complex financial information into clear, customer-friendly journeys and establishing a consistent voice across product, acquisition and support content.

Made Jetstar lighter to fly with.

Shifted Jetstar's 'just the facts' airline copy to something that actually sounds like you're going on holiday. Made the whole customer journey lighter, clearer, more like a person wrote it.

Worked on campaign and product copy: deals pages, sale emails, retargeting, the full booking flow from search to 'you're confirmed,' careers content, internal comms, a new travel product that's about to launch, plus in-flight and airport announcements.

The tone's now consistent across marketing, product, and the actual plane. Personality that travels.

Made the Asahi website harder to ignore

Rolled out Asahi's new tone of voice across their corporate site. Rewrote the stuff that sounded like a boardroom and made it sound like actual humans talking.

Tackled About, History, and other brand pages – all the heavy-hitter sections. Stripped out the dense corporate speak, lined it all up with the new voice, hit the tight deadline.