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client case studies
A brief selection.Client Case Studies
Content strategy, creative direction, editorial, social.
I worked within a core team of creatives behind the launch of Zalando’s first editorial platform, Stories on Zalando. From concept to strategy to execution, I was integral in building an editorial voice and strong cultural identity on one of the biggest multi-brand fashion retailers across the EU.
We devised four tentpole editorial concepts — Cover Story, Style Bible, Guest Edit, The Perfect X — which continue to provide the foundation of Zalando’s in-house editorial output and are central to the platform’s marketing strategy.
I also penned all first-wave editorial content on the platform, including Zalando’s first Cover Story with brat of the moment, Charli XCX, and conversations with other cultural leaders including Sega Bodega, Bree Runway, and Jayda G.
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Stories on Zalando
Highsnobiety Culture Vertical
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Content strategy, creative direction, publishing rollout, performance tracking.
After helming a number of political editorial takeovers and initiatives including Sustainability Week, the 2020 US Election, and extensive coverage of the Black Lives Matter protests in America, I conceptualised, pitched, and oversaw the rollout of Highsnobiety’s first culture vertical.
The vertical was — and continues to be — populated with cultural conversations that are intended to serve, inform, and protect the Highsnobiety community. It aligned with company KPIs and was extremely well received, garnering praise from cultural leaders such as the late, great Virgil Abloh and Diet Prada.
The Shift to self by real brand strategy
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Editorial creative direction, data analysis, key insights, copywriting.
Working alongside Real Brand Strategy founder Serena Saitas, we turned years of interviews and research into a groundbreaking 22-page report that outlined how Gen X women are rewriting the narrative of midlife.
The white paper is full of key insights that outline behavioural consumer shifts and demands alongside implementable action points for brands and retailers.
Vitally, it was at the forefront of a movement that is currently creating multibillion-dollar growth across the health, wellness, and beauty sectors.
Further examples available on request.