PROJECTS
Case Study: NEXA
The Client
Award-winning, strategy-first digital growth agency based in Dubai, with clients across the MENA region, the US, and the UK.
Role: Lead Copywriter
Date: March 2024 - Present
The Challenge
NEXA needed a copywriter who could keep up with the pace and pressure of working in a high-performing agency, and adapt across multiple, varied accounts, platforms and formats.
Primarily a performance marketing-focused agency, they lacked the in-house copywriting expertise to ensure their creative English output was both consistent and effective. Outsourcing attempts had provided inconsistent returns and resulted in the loss of existing clients, as well as missed opportunities with potential new leads.
The Solution
Originally brought on as part of a three-month copy team restructuring, I quickly became a key part of the creative output across 20+ accounts. I helped implement a quality control process, supported junior writers, and produced a wide range of content, from social posts and web pages to reels, pitch decks, taglines, OOH and campaign narratives.
With 100% of my accounts retained, I was offered a permanent position and began taking on more client-facing and strategic work. I now lead copy across some of the agency’s most important pitches, campaign launches, and ongoing brand projects, often working directly with founders, CMOs and internal design teams.
I’ve also contributed to the agency’s shift toward more content-first work, delivering audits, tone-of-voice frameworks and editorial guidelines for major corporates and government clients.
The RESULT
My copy and strategic messaging contributed to a MENA Search award-winning performance marketing campaign that drove 30% year-on-year growth in client registrations. I also wrote and edited the agency's winning entries for multiple MENA Search awards and helped grow several accounts from zero to 10,000+ followers.
Case Study: Doodle Design
The Client
Doodle is a leading creative agency based in Ho Chi Minh City, Vietnam. They lead brands through a rebranding process and focus on human-centred design thinking, utilising workshops and other collaborative practices to work closely with their clients to deliver on projects large and small.
Role:
Project Copywriter (The Nexus Brochure)
Date:
December 2022 - March 2023
The Challenge
Doodle were tasked with producing a brochure and website for The Nexus, a new Grade A commercial building due to open in downtown Saigon. As the newest and most modernly equipped office building in the city, the project had many stakeholders who would be involved in the design and content of the brochure and website. They needed highly professional, punchy copy that represented the developer and captured the unique benefits of the building while tapping into the emotions of the decision-makers at MNCs.
The Solution
I worked closely with Doodle's project manager and design team to ensure the brochure stayed aligned with the project's vision and the developer's values, navigating feedback from multiple stakeholders across several countries while maintaining a consistent tone of voice and narrative flow throughout.
The central creative challenge was to show rather than tell. I developed copy built around the concept of connection, expanding it from a simple geographical idea to encompass connection to the city's past and connection between people in the workplace. The result was a clean, aspirational brochure that gave the building a distinct identity and gave decision-makers at multinational companies a compelling reason to choose it.
The Result
The Nexus launched successfully as one of downtown Ho Chi Minh City's most prominent Grade A commercial buildings and is now at full occupancy, a strong indicator that the positioning and messaging resonated with its target audience.
Case Study: Purple Asia
The Client
One of Vietnam's leading independent international branding and PR agencies.
Role: Copywriter (Maternity cover for Brand Experience Director)
Date: May 2023 - December 2023
The Challenge
PurpleAsia is a boutique agency specialising in hospitality, real estate and medical. They work with international luxury brands and have multiple projects running simultaneously. The agency has copywriting requirements within every project, ranging from brand identity through to website and brochures.
With their Brand Experience Director going on maternity leave for at least six months, PurpleAsia needed a copywriter to step straight into several projects at various stages of completion. The role also needed someone who could participate in the branding process through to developing guest experiences and brand strategy.
The Solution
I joined an ambitious, passionate team as lead English copywriter, stepping into several live projects at various stages of completion. Across six months I worked on luxury hospitality, real estate and medical briefs, producing brand identity copy, website content, brochures, guest experience concepts and brand strategy documents.
The scope went beyond copywriting. I participated in naming processes, developed guest journeys and contributed to brand strategy from concept through to execution, including playing a central role in the branding and naming process for a new Hilton Tapestry Hotel in Vietnam.
The Result
I covered the full remit of the Brand Experience Director role for the duration of her maternity leave, delivering across multiple simultaneous projects without disruption to the agency's client relationships. The engagement led to an ongoing working relationship with PurpleAsia beyond the original contract.
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Case Study: ScanCom International
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The Client
ScanCom International is a Scandinavian company that produces and exports furniture on a large scale to top international retailers such as Ikea and Target.
Role:
Freelance Copywriter
Date:
2017-2020
The Challenge
The retailers know that their customers are environmentally conscious consumers and that sustainable production is a crucial selling point. They wanted to promote their new furniture range manufactured using recycled plastics.
The Solution
ScanCom's retailers understood that their customers were increasingly environmentally conscious and that sustainable production wasn't just a value, it was a selling point. My copy focused on positioning ScanCom as an eco-innovative authority on sustainable design, translating their manufacturing processes into clear, compelling language that resonated with both retailers and their end customers.
Rather than leading with product features, I dug into the deep benefits: the environmental credentials, the design quality, and the story behind the recycled materials and built copy that gave retailers everything they needed to sell the range confidently in-store and online. I also produced a style guide so retailers could create their own consistent messaging for the products going forward.
The Result
The launches of DuraLand and DuraOcean were major commercial successes, with both product lines winning industry awards. The style guide I produced became the foundation for retailers' own in-store and online communications across multiple markets.
Case Study: Knight Frank
The Client
Knight Frank is a global real estate consultancy that operates across multiple sectors. Its Vietnam branch is relatively new but led by a team with stellar track records in real estate and investment. They are one of the go-to voices in the media for market reports and predictions.
Role:
Copy Editor
Date:
August 2022 - Present
The Challenge
Effectively operating as a start-up, Knight Frank Vietnam has to balance growing their operations and infrastructure with maintaining the standards of accuracy and professionalism expected of them as a brand. They regularly produce market reports and press releases that must be reviewed for flow, accuracy and grammar. As they grow, they also slowly need more listings written and their website developed.
The Solution
As Knight Frank Vietnam needed ongoing but intermittent editorial support rather than a full-time hire, a freelance arrangement gave them exactly the right level of support. I proofread and edited large-scale market reports, press releases and proposals, improving flow, accuracy and consistency across every document before it reached clients or the press.
Over time I also wrote biographical profiles for the leadership team, developed commercial property listings for Grade A and B office buildings, and contributed to internal alignment on language and messaging across the leasing team. The longer the relationship ran, the more fluent I became in the nuances of the Vietnamese real estate market, which meant faster turnaround and sharper copy.
The Result
Knight Frank Vietnam has maintained a consistent standard of written output across all client-facing and media materials throughout a period of significant growth, contributing to their reputation as one of the most trusted voices in the Vietnamese real estate market.
Case Study: Diag
The Client
Diag is one of the largest diagnostic laboratories in Vietnam, offering B2B and B2C products and services. They are a rapidly expanding company with over 30 clinics around Ho Chi Minh City, also providing laboratory services for many of the city's leading hospitals.
Role:
Lead English Copywriter
Date:
October 2022 - March 2023
The Challenge
During COVID-19, public awareness of the brand grew but many seemed to only associate Diag with tests relating to the pandemic. They needed a new website and were also about to launch a major bi-lingual marketing campaign to promote their range of health tests and boost brand awareness.
The Solution
I joined the Diag team two days per week, working directly with their marketing department and medical professionals to rewrite all copy across their new website, app, chatbot and SMS services. This included hundreds of product descriptions and medical reports, all of which required careful accuracy checking in close collaboration with the clinical team.
A key strategic challenge was serving two distinct audiences: direct consumers motivated by convenience and cost and medical professionals who needed to trust Diag's laboratory standards. I developed the copy across different sections of the site to speak directly to each audience's priorities, benefit-driven and accessible for consumers, authoritative and precise for the medical community.
The result
The website rebuild, new product launches and marketing campaign contributed to sustained growth in Diag's conversion rates. The brand has since established itself as the leading diagnostic testing provider in Ho Chi Minh City, expanding to more than 40 clinics across the city.
