editing & brand management
brands I built 
News Done Different
I was brought in for my expertise in humour (particularly dark humour) to help The Green Line, a news outlet that brings a grassroots approach to serving underserved communities in Toronto. But the darkness I brought wasn’t without a dash of wholesomeness— a duality of dark and warmth to capture the realist vibe of gen z’s.
Do-it-yourself High-end Audio
One of the top global players in the DIY hi-fi (do-it-yourself high-end audio) space – I created a voice and style guideline for writing product ads and copy.
Martial Arts Club
A martial arts club established in Toronto in 1963 – my knowledge translation, style guidelines, and website redesign initiatives helped the club double its enrollment.
Education Business
How do you take the very paradoxical stance that Medieval is modern? The answer is Trivium Unlimited, an education company on a mission to bring old-world writing vigour to the debates of today.
Writing Tips Blog
High school students think one way and their parents think another. So why not build a brand solely for the former? O.B. Chip’s Writing Tips is friendly, honest, and never bureaucratic. It’s the kind of wacky you need in a world of standardized testing.
product descriptions – before and after
Sometimes the manufacturer offers plenty of their own product copy, only it’s not exactly, well, copy. They need a real writer to take their data and turn it into something magical, yet realistic. Customers can sniff hyperbole a mile away, especially if they’re tech-savvy DIYers in the audiophile industry.
product manual – before and after
The product manual of this vintage table clock needed a complete overhaul. Sure, it’s a product manual, so I’m dealing with “users” rather than “customers.” But that doesn’t mean the writing has to suffer.
Connex Nixie 6 Table Clock
The old manual.
The new manual, revamped with my writing.
academic editing
fixing dry writing
brand/content management
