My most comprehensive project is a do-it-yourself branding guide for food businesses. Check it out here!

I’ve also written web copy, branded newsletters (or here), marketing emails, feature release announcements, social posts, tone of voice guidelines, and case studies for software products.*

I don’t always write for SaaS businesses. Sometimes, I write branding articles too.

• Creating and maintaining the brand of a Michelin-starred restaurant

• On effective branding: lessons I learned working in Shanghai's creative industry

I also have a personal newsletter here. It’s my musings on a well-explored life, for friends old and new, internet and irl. Part thoughts and updates, part city guides and coffee recs.

*Yeah it’s about B2B enterprise software, but like, fun and friendly software. 100% jargon free, promise.