Here's a selection of creative and strategic writing.
I've included a few bits of longer writing.
Shorter headlines are in the print section.
I write headlines, end lines, long copy... and er... short copy.
I love radio and social posts. I can do a bit of strategy.
I always have an opinion on the right way to do things.
I like simple.
I won't tread on anyone's toes.
But sometimes there are no toes.
I create brand books, brand manifestos, kids' books and tone of voice documents.
I prefer short and punchy to long and rambling.
But everyone's different.
Stashed make smart storage for bicycles and other sports stuff.
They'd like to turn your garage into somewhere nice to be instead of an awful obstacle course.
They're rebranding and wanted a new manifesto to help define who they are.
And some endlines too.
MANIFESTO
For most of us, adventure involves a little bit of equipment.
Stuff like boards, bikes, clubs and rods.
But between adventures, all this stuff needs to live somewhere.
Which makes how we store it pretty important.
A storage space shouldn't be a stress-filled obstacle course.
It should be a place that feels good.
This is why we created STASHED
Storage that works for all your stuff. No matter how awkward.
Organised and mindful. Designed to look good and improve accessibility.
Goodbye clutter. Goodbye stress
Hello adventure.
STASHED
Stuff stored better
BRITISH CYCLING
Social media campaign designed to remind members they get really good legal cover with membership.
Lots of different lines
lots of different social touchpoints.
![[Internal WIP] British Cycling - Leigh Day Membership RTB (1).jpg](https://static.wixstatic.com/media/f4d8d0_fac1b8abefbb4cd083efa4bc541a68ec~mv2.jpg/v1/crop/x_72,y_96,w_819,h_364/fill/w_741,h_329,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BInternal%20WIP%5D%20British%20Cycling%20-%20Leigh%20Day%20Membership%20RTB%20%20(1).jpg)
I write a bit of technical copy too.
My favourite subject is bikes but I can eulogise photosynthesis, cheese-making and/or windmills.
I'm now an expert on the construction of Continental bike tyres (and aerodynamics).
Ask me anything.
Honestly.
![Continental __ Grand Prix TR Key text and Visual [SHARED].jpg](https://static.wixstatic.com/media/f4d8d0_a2fd369c48cd488f85520332953c7322~mv2.jpg/v1/fill/w_600,h_338,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/Continental%20__%20Grand%20Prix%20TR%20Key%20text%20and%20Visual%20%5BSHARED%5D.jpg)
Introducing the new performance tubeless tire from Continental.
Grand Prix TR features trickle-down technology from our class-leading Grand Prix 5000.
Enjoy reduced rolling resistance from our Black Chili compound and increased confidence on group rides and adventures with our new 4 ply construction and proven PolyX breaker.
Grand Prix TR is fully future-proof with the introduction of our hookless-ready tubeless bead for trouble-free compatibility with most modern road bike rims.
Training, riding and adventure has a new hero. Grand Prix TR.
Aero 111. Created through collaboration with DT Swiss and Swiss Side.
Aero 111 takes all the race-winning technologies of GP5000 TR and pushes the boundaries of aerodynamics further.
Black Chili compound for supreme grip and lower rolling resistance combined with our Vectran breaker for security.
An aerodynamically optimised tread built to slice through the air like never before. 48 precision-formed vortex generating Aero Cavities create controlled turbulence, ensuring airflow follows the rim shape for longer, reducing aerodynamic drag and improving handling in crosswinds.
Enjoy aerodynamic superiority with Aero 111.
I helped author a big re-brand for Vitus bikes.
Vitus are the UK's biggest bike retailer's In-House bike brand.
Sold cheaply and only available from one website, they didn't have a meaningful positioning in the market, so we made the brand stand for real people and real riders.
We wrote a brand book and manifesto to give them a sense of identity and they used this guidance to make their advertising in-house.
MANIFESTO
​
Vitus believe in what’s real.
Our bikes aren’t meant to be hung on walls, they’re meant to be ridden.
And we don’t believe anyone needs to dress in co-ordinated kit to ride them.
Because we’re not here to judge.
It’s okay by us if your chain isn’t always shiny and you sometimes put
your bike away dirty.
It’s the pleasure of riding that’s important. Not silly rules about how you
should ride. Or who you should ride with.
Life is complicated enough without adding extra stuff to worry about.
It’s why you’ll find us out in the fresh air, not in front of a mirror perfecting
our look for Instagram.
We’re too busy having a laugh with our friends to be judging someone
for riding last year’s bike.
But don’t get us wrong. We’re not here just to make up the numbers.
Far from it.
We can get serious if we feel like it. Real riders know how to
push themselves.
If you’re the sort who pins on a number in a wet car park on a Sunday
morning, we believe you deserve the best equipment without needing
a Pro Tour budget.
But we are sensible enough to know winning isn’t everything. Coming
first, last or somewhere in the middle isn’t going to change anything.
That’s not why we do it. We do it because of how alive it makes us feel.
We ride for ourselves. We ride Vitus.
Did I mention I write kids' books?
I work together with an illustrator. We have lots of books on the go.
You can find a bit more rhyming and book writing on the book tab on the main menu.
.jpg)
.jpg)
I helped rebrand and reposition Campagnolo.
They're a heritage Italian component manufacturer with a long history in bike racing.
We introduced a new campaign, a new look and feel and wrote this work into a brand book.
With all this new branding and positioning comes a raft of specific bits of guidance.
Stuff like: how to use the right tone of voice in the right place?
I've written a few of these documents over the past few years.
ENOUGH WITH THE BIKES?
Sorry.
There's more.
This bike company got their manifesto and idea turned into a simple film.
CADEX manufacture really expensive and beautifully engineered components.
We looked at what they made (and how they made it) and put together an idea and film which gave them clear direction, a new endline and an overall strategic thought to help them express their brand more clearly.
Last thing I promise.
Written speculatively for David Millar, an ex-Tour rider and now owner of CHPT3 clothing. They came to us unsure of how to describe themselves. I helped them discover what they actually stood for so they could move forwards with their marketing and brand positioning.
​
We are all many people.
At work we’re someone.
At home we’re someone else.
We're always trying to balance the two halves of our lives.
Work and home,
Money and time,
Wants and needs.
These two forces pull us in different directions. Forces so strong, they can make us forget there’s anything else.
But there is.
And it’s just as important.
Our third place. A third chapter to our story where we can feel completely free.
Where we can reset and stop thinking for a moment.
Become stronger, happier and lose ourselves in the moment.
And we can all find this place.
But It does not exist in the pages of a book or a website. It’s out there, in the wind and the sun. Where the rhythmic turn of the pedals and the sound of our breath are our only companions. Where we can ride away from the forces that pull us and the pressures of life.
CHPT3 was born out of the search for space and freedom. For time to think as we ride, for the solace of gravel, trail and road. For the possibility of adventure.
Come with us to CHPT3; A place to feel free.