Helped make 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.

Gave SEEK main character energy

Built tone-of-voice guidelines for SEEK to help them talk to young job seekers and early-career people across Australia and APAC without sounding like a corporate job board.

Made a full guideline pack with tone principles, a voice spectrum, do/don't rules, before/after examples, and templates teams could actually use day-to-day. Ran brand voice workshops with internal teams so everyone knew how to use it.

Now they have a voice system that's clear, credible, sounds like SEEK, and gives teams permission to write like humans without breaking the brand.

Made Jetstar lighter to fly with.

Helped Jetstar shift from '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 stuff 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

Helped roll 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.