My editorial approach in how I tell stories
I believe good writing should do more than communicate information. It should make people feel curious, intrigued and thought-inducing.
Curated by a human to connect to a human. My writing has a raw essence that is both engaging and reflective of the brand or person’s ethos. Whether I'm interviewing a creative, telling a founder's story or translating a brand's values into words, I focus on finding the details, perspectives and emotions that make a piece feel memorable and real.
Human
I believe strong writing starts long before the first sentence is written. I take the time to understand the topic, its wider context and the people behind it, using research to build pieces that feel informed rather than surface-level. Whether I'm exploring a cultural conversation, telling a founder's story or developing a brand feature, I want every detail to have purpose and every perspective to feel considered.
Research-led
Culture is rarely one-dimensional. I'm interested in the context, conversations and experiences that shape the topics I write about, particularly across music, creativity and contemporary culture. My approach is rooted in curiosity and nuance, allowing me to explore ideas thoughtfully while keeping the writing accessible, relevant and connected to the world around it. Being socially aware of trends and algorithm growth, influences my nature of tone to the appropriate audience.