Content Development & Creation

Find the story worth telling.

Every organisation contains stories, expertise and personalities that are more interesting than its marketing materials suggest. ​We spend time with the people behind the brand to uncover what is distinctive, surprising or genuinely meaningful, and identify the stories audiences might actually care about.s

Turn the raw material into a compelling idea.

Once we know what matters, I develop the creative direction. That might mean shaping a narrative, developing a content concept, finding the right format, defining the tone or establishing a visual approach. The aim is to create an idea that is true to the brand without feeling like conventional branded content.

Make it properly.

With the direction agreed, we create. Depending on the project, that can mean writing, interviewing, scripting, designing, photographing, directing or producing. ​We bring in trusted creative specialists where needed, while remaining closely involved in the work from concept through execution. The emphasis is always on craft: work made by people, with judgement, taste and attention to detail.

Refine until it is ready for the world.

The first version is rarely the final one. I manage the review and refinement process, incorporating feedback without losing sight of the original idea, and making sure every element is finished to the standard the story deserves.

Help the story find its audience.

​F​inally, we help clients think about how each story should ​a​ppear ​on the channels available to them, from websites and social platforms to media, events, newsletters and campaigns, adapting and promoting the work without reducing it to disposable content.