I work at the intersection of creative direction, strategy and aesthetics — collaborating with multidisciplinary teams to produce content for tech companies.

My writing expertise comes from branding agencies. My other experience is in startups, ecommerce, web publishing and web development.

Since 2018, I’ve been running my own copywriting studio. Besides that I publish essays on verbal identity, write short fiction and review books.

I’ve done over 800 projects for more than 50 clients. Browse through a curated portfolio spread across verbal identity, copywriting, editing, advertising and scriptwriting.

Select clients include Thinkific, Visier, Setapp, Lift AI, BetterMe, Digital Supercluster, Liquid Web, Skidmore, Alacrity, Alterna and Apty.

Verbal Identity for Kabuni

Wrote a brand story, positioning statement, vision & mission, values and voice guidelines for a community-driven interior design marketplace.

➙ Brand Book

Verbal Identity for SikhRI

Rewrote SikhRI’s positioning ahead of the new website launch, including a new tagline — illuminating every path.

➙ Behance Showcase

Tagline for Vu: Defy Reality

Came up with the tagline — defy reality — for Vu, a mixed-reality conference held in Vancouver, BC in 2018.

➙ Behance Showcase

Naming for SkateBoss

Brainstormed the name for a new business simulator game teaching kids entrepreneurship by letting them run a virtual skateboard shop.

➙ Case Study

Essays for the gist of

Started a series of essays on verbal identity, overviewing its key elements and its importance for visual identity.

➙ Newsletter

Web Copy for Hopewell Works

Wrote web copy for a Vancouver-based custom fabrication studio specializing in laser cutting, etching and engraving.

➙ Website

700 Articles for Setapp

Wrote over 700 articles for a subscription-based app platform while managing and editing up to 10 freelance writers. Helped grow organic visitors from a few hundred thousand to ≈ 1.5 million per month.

➙ Setapp Blog

Web Copy for Upguys

Wrote web copy for a startup offering personal care products and prescribed medications that improve the daily life of men.

➙ Website

Web Copy for Vukets & Associates

Wrote web copy for a strategic advisory that helps clients navigate intergenerational wealth transfers with a philanthropic underpinning.

➙ Website

Web Copy for Encepta

Wrote web copy for a telecom service provider looking to expand their services and geographical presence across Canada.

➙ Website

Content Structure for YYoga

Designed the way content was structured on the new website for a popular yoga studio in collaboration with UX and UI designers.

➙ Behance Showcase

Web Copy for Skidmore

Wrote web copy as part of the rebranding of a holding company (TCGI) into a family office that invests in fast-growing businesses.

➙ Website

Web Copy for Boldwing Continuum

Wrote web copy for an architecture firm after creating its verbal identity to align external messaging with a new idea of everyday architecture.

➙ Website

100 Articles for Lift AI

Wrote over 100 articles for an AI buyer-intent solution covering AI advances in lead scoring, generating opportunities and conversions.

➙ Lift AI Blog

State of the Panth Reports for SikhRI

Copy-edited multiple State of the Panth research reports for SikhRI, covering personal, spiritual, social and political aspects of Sikhi.

➙ SikhRI Report

Website for Hennessy Hammock

Edited the text on the new ecommerce website for a camping hammock brand to align with the refreshed design and messaging.

➙ Behance Showcase

Website for Advantage Capital

Edited all text on the new website for an investment firm after creating a verbal identity to ensure messaging alignment.

➙ Behance Showcase

An App for Every Job Ad for Setapp

Co-wrote a video script for the Setapp app platform that spearheaded an ad campaign with millions of views.

➙ Video

You Are Divine Script for SikhRI

Wrote a video script that was narrated by the SikhRI CEO to share how the Sikhi view of divinity permeates everything we do in our lives.

➙ Video

Electrolux Effie Case Study for Postmen

Wrote and narrated a case study for the Effie Awards based on the ad campaign work that the Postmen agency had done for Electrolux.

➙ Video

Writing as design.