A words + ideas studio steered by New York-based Melissa Kenny, tiny gentle wields imagination + cultural chemistry to build brands + grow audiences. Layering narrative brick by brick, tiny gentle is committed to actualizing projects of distinction that hark plainly back to a brand’s heredity.
Me on a call with you, on the edge of something singular.
I’ve worked:
on preposterous campaign concepts + systematic investor decks / on memorable one-liners + deep-diving think pieces / to sell sunscreen in winter + make email open rates unrecognizable (complimentary) / to grow social accounts from 0 to 250k / for enduring fashion clients and zeitgeist-y CPG start-ups / in-house with brands + at agencies / with teams of smart people in New York, London + Sydney / against the clock. the room. my way up.
the work:
VERBAL IDENTITY
VERBAL TAXONOMIES
CONCEPT DEVELOPMENT
CREATIVE DIRECTION
NARRATIVE ADVERTISING
NAMING
TAGLINES
PRODUCT POSITIONING
SOCIAL STRATEGY
CONTENT STRATEGY
COPYWRITING
12 years ago, I got my start in online editorial—before social media’s inflection point—writing about fashion + pop culture.
I learned how to write *fast and funny* at Pedestrian TV—my first job out of university—Australia’s foremost news source for young people. I then sat on the digital team at Oyster Magazine, covering fashion and contributing print features.
I made the transition to work in-house at ASOS as Australia’s News & Fashion Editor in 2015, the peak of their command over global ecommerce. From there, I took on a series of contract roles, including Lead Editor at Farfetch where I managed a team of five writers, and contributed to places like Refinery29 and ManRepeller.
My longest post was 6 years as ZitSticka’s Creative Director of Copy and Content. I joined as their first hire pre-launch and helped to steer the brand into acquisition—which brings us to here and now.
shaping storied brands with imagination + cultural chemistry.
yes:
pitching works of grandeur, then serving up templatized humdrum.