For Camp Easy, I developed the brand strategy, created the name, designed the logo, and wrote the tone of voice, laying the foundation for everything that followed. From there, I built the Squarespace website, campeasy.nz, and developed content across TikTok, Instagram, and Facebook, shaping a consistent and engaging digital presence that supports the brand's operations and connects with its audience across key platforms.

Over the past 3–4 years, I’ve worked on a wide range of projects for Fonterra’s B2B dairy ingredients brand, NZMP, collaborating both via agency Hula Design and directly with NZMP’s marketing team. My work spans internal strategy documents, brand messaging matrices, stakeholder communications, and B2B customer-facing sales collateral, with a particular focus on sustainability communications.

I’ve written blog articles, white papers, product summaries, website copy, social media content, stakeholder reports, and various internal communications, helping to translate complex technical and industry information into clear, engaging, and actionable content for diverse audiences. Across all projects, my goal has been to support NZMP’s business objectives while strengthening their brand voice and communicating their sustainability ambitions effectively.

For this project, I worked on scriptwriting for Canterbury Regional Council’s public branding and long-term environmental plan campaign. This included one overarching branding video and three youth Rōpū videos encouraging the public to have their say on the Council’s 10-year plan to protect the environment.

Working closely with the agency Plato Creative, I developed clear, engaging scripts that made complex environmental initiatives accessible and encouraged meaningful public participation.

For Anchor Food Professionals, I’ve worked on a wide range of content and communications for Fonterra’s B2B brand, including sales collateral, internal communications, brand strategy playbooks, event guides, advertorials, and social media.

Working closely with the agency Hula Design, I’ve helped translate complex product and industry information into clear, engaging content that supports the brand’s business objectives, strengthens its voice, and connects with both internal teams and B2B audiences.

Hula Care Package – Self Promotion

Best Design Awards 2025 Silver

For 2024, Hula wanted a Christmas gift that reflected an industry, both client and agency side, that could do with a little self-care. Our idea was to embrace the simplicity inherent in the name ‘The Care Package’ and deliver the most elegant, refined experience. We designed four self-care products choosing botanicals, scents and active ingredients for morning, midday, evening and night. The experience provided a mindful moment of relief and relaxation to counter a year of being behind screens.

Pou Auaha / Creative Directors: David Lyall, Mark Benseman.

Ngā Kaimahi / Team Members: Ann Davenport, Simone Lash, Jeannie Ferguson, Jenna Billman, Holly Davies, Caitlin Mitchell, Tamar Hawkins, Imogen Greenfield, Amber Strain, Sokpart Pao, Sophie Hickey, Marela Glavaš, Kate Goudie, Kat Gwilliam, Gabrielle Lawlor, Amy Salmon, Gabrielle Devereux.

In 2022, Foodstuffs North Island marked 100 years of local operation with a dynamic, immersive installation in their new head office. Working alongside the agency Creative Director, I co-developed the concept and wrote the copy that brought the company's century-long story to life.

Visitors were guided through recreated Kiwi living rooms and kitchens from different eras, exploring how media, food, and everyday life evolved over time. Interactive touchpoints and narrated stories from past team members highlighted the company's vital role in New Zealand communities over ten decades.

The exhibition also celebrated innovation, showcasing the evolution of Pams, Checker of the Year winners, and a retrospective of grocery fashion alongside forward-looking industry insights. The result was a vibrant, multi-sensory experience that honoured heritage, inspired engagement, and made the company's centennial milestone memorable for all who attended.

Agency: Spur.

For GoDairy, I worked on website copy and navigation recommendations, helping to make the site clearer, more user-friendly, and engaging for its audience.

Collaborating with the agency Hula Design, I focused on translating complex dairy industry information into content that was accessible, informative, and aligned with the brand’s tone of voice.

For this project, I worked on scriptwriting and concept development for internal videos supporting One NZ’s team recognition programme, Going Above & Beyond. The programme was designed to reimagine how outstanding individual performance is recognised and rewarded, with a focus on customer-facing employees.

Working with the agency Uno Loco, I helped bring to life a holistic approach that celebrated One NZ’s core attitudes – heart, grit, and freedom – while creating personalised experiences that motivated participation, uplifted performance, and reinforced a culture of excellence across the organisation.

For PGG Wrightson Seeds, I’ve written monthly Facebook posts providing practical insights and tips for the New Zealand farming community.

Working with the agency Plato Creative, I focused on creating content that is engaging, informative, and relevant to farmers, helping the brand connect authentically with its audience on social media.

https://www.facebook.com/pggwrightsonseeds

Content writing for produce grower Crozier Farm. Agency: Plato Creative.

View the website in full: Crozier Farm

Content writing including case studies and testimonial interviews for construction specialist company WPC. Agency: Plato Creative.

View the website in full: WPC

TrailLite print and social media campaign for holidaying in our own backyard due to COVID-19 border restrictions. Agency: Plato Creative.

Content writing for commercial print company Inkwise. Agency: Plato Creative.

View the website in full: Inkwise

Social media and print campaigns for Willis Bond’s latest property developments. Agency: Plato Creative.

Content writing for eatery and event centre The Borough. Agency: Plato Creative.

View the website in full: The Borough

For IHF Health Club, I worked on website copy and social media ads supporting the new launch of the Christchurch club, helping to build awareness and introduce the brand in a clear, engaging way. The project was delivered through Plato Creative, with content focused on creating a strong first impression and supporting the launch campaign.

View the website in full: IHF Health Club

Internal and external comms for holiday management company Goodstays. Included EDMs, website content, social media and print advertising. Agency: Swordfox.

https://www.goodstays.nz

For Soul Food Organic, I worked directly with the client on website copy and content, social media posts, press releases, and print advertising. I’ve helped create clear, consistent communications that support the brand’s voice, strengthen its presence across channels, and connect with its audience in a thoughtful and engaging way.

https://www.soulfoodorganic.co.nz/

CMS web development and copy for Wanaka Body's fitness boot camps.

Southern Wild hunting and fishing needed to build their online presence with the launch of their new ecommerce store. This project involved long copy for EDMs, social media management and website content. Agencies: Tidy Design, Shift 4 Mentation.

Burger King want meat lovers to know that it's no big deal to introduce a little foliage to the diet. Agency: Y&R.

Holden dropped the price of their SVZ ute to the price of an SV6 ute. A bloody big deal. Agency: Ogilvy.

New Zealand craft beer company Lighthouse were looking to show off their small range of beers. In the best light. Agency: Y&R.

Published in Lürzer's Archive.

For their annual appeal, Red Cross needed to get across to Kiwis that disasters don't just happen overseas. They can happen anytime, anywhere, to everyone, in an instant. But whatever happens, Red Cross is always there. Agency: Y&R.

A highly emotional project to complete. This was a board game-like activity to help children manage the loss of someone special by providing a safe framework for therapeutic conversation.

Printed cloud shapes were designed for each stage of the activity. Blank cloud shapes were used to write stories or draw pictures to remind the children of their special person.

The result was a highly engaging, innovative, kit-based activity that can be used by families and professional counsellors alike.

Agency: Everything Design.

A Best Awards winner.

The brief for this print campaign was to showcase the many interesting discussions you can expect as a reader of The Independent. We used a political cartoon style for the art direction and intricately wove the multiple layers of opinion into the AD and copy. Agency: Y&R.

Published in Ads of the World.

Worked directly with the client for DM and events.

Website copy and blog entries for Horleys to explain the benefits of their various sports supplements. Agency: Running with Scissors.

https://www.horleys.com/

A regular mole map can be perceived as a tad too pricey and not something many Kiwis have on their 'to do' list. But they should. With New Zealand's high level of melanoma cases, it's a small price to pay for what could save your life. This promotion was designed to have consumers think hard about what they thought was a reasonable price to pay for that piece of mind.

Dasko needed to explain their customised packages in their online and print catalogues, as well as reiterate their knowledge of New Zealand automotive conditions and vehicles.

Agency: Everything Design.

Creation of Squarespace website for Cyclops Yoghurt. Agency: Van Arts & Co.

Copy for various DM and digital pieces for Westpac. 6 month contract.

Agency: Saatchi DGS.

Street poster campaign for online student magazine varsity.co.nz

Agency: Y&R.

Published in Lürzer's Archive.

Television commercials for Tower Insurance.

Agency: Y&R.