My Work
I specialise in building narrative momentum. Each of the projects below started with in-depth conversation about the organisation and products, the people behind them, and those they were hoping to reach.
This formed the basis of editorial voice, which in turn led to the final copy you see.
The internet is noisy , all the money in the world won't help you stand out if the copy doesn't land with your audience. Below is a look at how I've helped organisations do exactly that.
Brand & Identity Writing
Breadchain is Now Bread Cooperative
A four-year-old worker cooperative and developer shop was entering a new era. The team had grown, new products were being planned, and extensive interviews with the community made it clear that things could move up a notch. The visual identity was completely reshaped, and its diction needed to match.
Messaging tenets and the brand voice were crafted from the ground-up, defining how the brand communicates. The technical language rooted in enthusiasm for the mechanisms became warmer, more inclusive, and focused on outcomes. These informed a cornerstone manifesto, stating what the organisation stood for and how they planned to walk the talk.
The products got deep makeovers, with the user experience reimagined to ensure all who were interested could participate. This is a team of individuals from around the world who come together to build public goods. The entire focus became on showcasing "why" the team continues to build.
This rebrand announcement is the final piece of that work.
Explainer & Product Copy
How to Participate in the Bread Solidarity Fund
You can see this brand voice in action in product blogs. The Bread Solidarity Fund is the flagship product, a novel idea that makes charitable contributions possible for those without an abundance of disposable income. You can read the full walkthrough below. The language is intentionally simple, and assuming zero experience with crypto.
From Venmo to Onchain Solidarity in 60 Seconds
The complexity of crypto products can make even experienced heads second-guess themselves. So as a rule, we tried to make every UI/UX upgrade an occasion to celebrate. It was important to show the community why upgrades are important and centre how it benefits them.
We also got the benefit of fresh perspective for a walkthrough, ensuring any new visitors acquired during the marketing push felt welcome. Here is an article about Peer integration on the Solidarity Fund, and we used the title to clearly state how easy things can be.
Technical Documentation
docs.bread.coop
The cooperative's products are built on blockchain infrastructure, which means the documentation has to serve two audiences at once: developers who need technical precision and community members who need to understand what they're participating in. I structured the docs to work for both without splitting them into separate tracks. The language stays technically accurate but never assumes the reader already knows the ecosystem. If a concept needs explaining, it gets explained where it comes up rather than buried in a glossary.
Long-form Editorial
The Last Plane Out of Farcaster
A 3,000-word reflection written the day the acquisition was announced. The piece needed to celebrate what the platform got right while asking the questions its community avoided. I deliberately chose to write it in a single sitting to match the urgency of the moment. It demonstrates sustaining a voice and a through-line across a long narrative arc under a tight window.
Openclaw, Commandeer My Device
AI discourse splits cleanly between enthusiasts and sceptics with very little middle ground. I wanted to serve as a bridge for these two groups as well as educating those who had yet to pick a side. Published during a live news cycle to offer a grounded take when most coverage was running hot.
Narrative Development
Sport/Nonprofit
A six-piece content strategy for a Somaliland-based women's football nonprofit, commissioned under an International Olympic Committee grant. I was the primary storyteller — the deliverables spanned blogs, social media, and a broader content plan.
The subject matter was unfamiliar to me and to most potential readers, which I treated as an advantage. I spent a month conducting interviews with leadership and partners to build a knowledge base before writing a word of public-facing copy. The messaging required balancing education and narrative without leaning on saviour tropes or empowerment angles that would have felt patronising. The human story led; the issues were handled tactfully when they came up.
Weekly Newsletter
Grassroots Advocacy & Education
I write and produce the weekly newsletter for a Toronto-based grassroots organisation working to keep technology accountable to the public interest. The subject matter covers AI policy, platform governance, digital rights. It's a fast moving space and the group is establishing itself as an important voice on topics many are not exposed to. The group does a good job of making the material accessible, my job is to ensure it reaches the right people.
With TfD being a part of Civic Tech Toronto, I dedicate a section of each newsletter to the weekly speaker. The intersection of technology, people and our local spaces lends itself to some insightful discussions, and I enjoy the chance to add my 2 cents to informative talks. The group is active in Toronto's technology and privacy space, with a range of activities from seminars, open letters and educational tours designed to let regular people know how technology plays into their lives. The editorial goal is to show that civic engagement is practical work, with direct citizen engagement with public officials serving as a complement to protests and public action.
Multimedia
Podcast & Short-form Video
A podcast on the current state of the internet and the people building what comes next. Peaked at No. 126 on Apple Podcasts Technology charts. I handle everything — research, guest outreach, recording, editing, social copy, and short-form video — on a limited budget and alongside other work. The show started as a way to step beyond my introverted nature; the guest outreach alone has become a networking practice in itself.
