What’s your favourite part of the process, and why?
Sometimes it’s the galaxies of infinite ideas at the very beginning, other times it’s throwing the spaghetti at the wall stage to see what sticks. It can be the the messy meddlesome middle, or the walk-it-out and let it spark stage; the ‘this one requires a third coffee’ part, or the hit send and breathe moment. That’s why I love this job, every project hits different.
What do you bring to a project that no one else does?
I’m a recovering people-pleaser with perfectionist tendencies, which means I take briefs very seriously and myself just seriously enough. I’ll overthink tone, clarity, and intent, I’ll stress-test the brief, obsess over tone, and hand over copy that’s been worried about on the client’s behalf. You’re welcome.
What’s something outside of work that shapes how you think?
I cook, a lot. And I love it. I respect recipes but love the nuance of going it alone, just me, my imagination, a handful of ingredients and an appetite. Like writing, from the very beginning of the process, where an idea springs from nowhere (and it always does!) the process reminds me to trust my instincts, and that timing is everything.