I build magnetic, singular brands primed for both brand affinity and growth.

My work is at the juncture of verbal identity,  content strategy, and innovation. I’ve worked extensively with beauty, wellness, and CPG brands; newborn and established.

Picture of Tiny Gentle Asians book by Melissa Kenny
Gif of Tiny Gentle Asians bobblehead merch

TGA: Creative direction & Rizzoli book partner

Picture of ZitSticka out-of-home paste-up poster reading "In deep zit? Meet KILLA" with picture of acne patch
Picture of chest acne with caption "get it off your chest"
Picture of butt acne with caption "last butt not least"
Picture of back acne with caption "break up with back-ne"

ZitSticka: Integrated content strategy + verbal identity

Picture of Furming Oil bottle

Fur: Product positioning, verbal identity

Gif of Instagram reel posts about the LGBTQ community with 1 million or more views

good light cosmetics: social strategy

Picture of woman's mouth with supplement between teeth and the caption "we dare you to do it again"

Habit: GTM strategy: verbal identity

Picture of a woman with the caption "toxic mold is in my body. I feel, act and look like a different person"
Picture of a woman with the caption, "I run Tiny Gentle Asians. My mum has spent her whole life avoiding being one"

Refinery29: First-person essays

Picture of colorful CGI landscape with the words, 'Daise Beauty: Just add you!'

Daise: GTM strategy: verbal identity

Educated Mess: Creative concept & direction, video storyboarding, scripting

Picture of Oyster Magazine cover, the 'Fantasy' issue

Oyster: Regular print & online article contributions

Picture of girl with curly hair holding a shampoo bottle

Being: GTM strategy: verbal identity

Picture of meals on a table with the caption 'What a scary diagnosis taught me about wellness" written for ManRepeller

ManRepeller: First-person essay

Picture of Dally brand konjac jelly with tagline "filling snacks, not bingeable traps"
Picture of Dally brand konjac jelly with caption "this pouch gets you from lunch to dinner"

Dally: GTM strategy: verbal identity

Racquet: Monthly advice column

Picture of supplement bottles from brand OceanBlue with caption, 'Good things come in Omega-3s'

OceanBlue: Verbal identity rebrand, copywriting

Picture of INPRINT magazine cover starring model Barbara Palvin

INPRINT: Print feature article, issue 5

Picture of hand-shaped chair and t-shirt with hand-shaped chair reading 'Missing'

Rhee Studio: Brand bio, campaign copy

Picture of girl in spring racing dress with caption, 'Bet on ASOS this season'

ASOS: Campaign copywriting, editorial features