Work examples 

I've worked with many different clients on a huge variety of projects. whatever you need help with, I've probably done it!  Take a look at some examples of my work below and call me for a chat if you can't find what you're looking for...

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Venture Accounting

Web copy and tone of voice for communications

Venture Accounting needed user-friendly copy to promote their accountancy services to business owners.  The copy was written in a friendly, straightforward tone, and addressed the issues business owners face rather than promoting services. It aimed to present Venture as dynamic, helpful and more forward-thinking than their competitors.

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Red Bike Tours
Brand name and web copy

Red Bike Tours is a start-up company which offers bike tours around central London.  I developed the name (which led to the red bikes!) which was inspired by the idea that red is a very London colour (think postboxes,  the Queen’s Guards and red buses).  It also ensured we could include the phrase ‘bike tours’ in the web address. I then wrote the copy, keeping the tone of voice personal and friendly, which reflects the nature of the tours themselves.

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Fullers Branding for web.JPG
Fullers Group Ltd
Brand slogan, brochures, leaflets, adverts

Fullers Group (a New Zealand cruise company based in Auckland) needed a new approach to their tourism marketing.  I developed their brand slogan 'We'll take you there' and worked closely with designers to produce copy for a whole range of leaflets, brochures, posters and radio adverts to promote their cruises and tours.  The end results were effective and boosted sales, especially online.

LPL Brochures for web.jpg




LPL is the  marketing tourism agency for the city of Leicester and county of Leicestershire.  I produced all the copy for its tourism guides over several years, which covered everything from history and culture to shopping and entertainment.  They included individual visitor guides on specific towns, to larger brochures covering the whole county.  The collection of guides was available in tourist information centres and visitor attractions across the region.  

Sky Arts logo.jpg
Sky logo.jpg

SKY Arts Channel, NZ

Launch party concept & branding


I worked with SKY New Zealand on the launch of its arts channel by developing a concept for the launch party. This was then applied to invitations, display material at the launch and the website.  The concept was based on the idea that each person attending the launch would have a preference for a particular area of the arts (e.g. music lover, art critic, bookworm etc).  I worked with designers to create visual and written profiles of each arts type, which were included on the invitations.  Each guest had to choose an arts genre on arrival and were then assigned a badge to encourage conversation and discussion of the arts during the evening.

THL NZ logo.jpg

thl (NZ)

Media packs


Tourism Holdings Ltd owns many popular tourist attractions in New Zealand, and I was engaged to write media packs for the Waitomo Glow-worm Caves and Blackwater Rafting at Ruakuri (think white-water rafting crossed with caving!).  I researched and experienced each attraction to produce attention-grabbing facts and helpful background information which could be passed on to the media when requested.

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Summer/Christmas in the City

Feature articles


Summer in the City was a bi-annual magazine for Leicester, for which I wrote many feature articles.  Examples include an article on things to do at the National Space Centre: a guide to Christmas entertainment across the city, and an insider's guide to shopping, which focused on independent shops tucked away in different parts of the city centre.

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Leaflet copy and tone of voice


Connexions is an advice service for 13-19 year olds which helps young people with everything from jobs and careers to issues with drugs, money and relationships.  I produced the copy for flyers and posters, which needed to engage in a straightforward way with young people without being patronising.  They were distributed via schools and youth services across Leicestershire.