plan-based copywriting + creative direction

Vegan hero image: Neon 'Kale Sucks' sign on a black background

Fuelled by spinach

If you can answer yes to any of the following:

  1. Every copy, creative, or content-related project you’ve ever outsourced has left you feeling more like a babysitter than a trendsetter.
  2. You want insanely humorous, raw and impassioned copy that tells your story, sells your products and spells your uniqueness in a way that sounds like you wrote it and your mother swooned over it.
  3. The idea that you can rent a writer who lives inside a creative director’s body that’s fuelled by spinach and spelt spaghetti is like getting Popeye plus Marco Polo (who introduced pasta to Italy from China BTW).

… then we need to get on the same page.

“There is a theory which states that if ever anyone discovers exactly what the Universe is for and why it is here, it will instantly disappear and be replaced by something even more bizarre and inexplicable.
There is another theory which states that this has already happened.”

— Douglas Adams, The Restaurant at the End of the Universe

Hell-bent on doing something vegan

You’ve probably landed on this page because you subscribe to Adams’ second suggestion, are mostly disgusted with how this has all turned out (especially for all the species that can’t read this page), and you’re hell-bent on doing something vegan or plant-based about it.

Macro photo of kale, cropped to simulate a black hole

The vegan marketing wormhole

If your vegan something is boldly going where no food group has gone before; has marketing and/or content gaps and issues and is:

  • adventurous and conscious,
  • delicious, healthy, helpful, inclusive,
  • something that doesn’t involve too much time travel …

… then we’re in the same galaxy

Black & White photo of Trafalgar Square pigeons

What not to do

Like time travel, marketing is messy unless you know exactly where you want to end up, what the atmosphere will be like when you get there, your shield strength and dilithium crystal levels, who’s going to feed the pigeons while you’re away, and, most importantly, how to pivot.

It’s a lot of

  • who not to listen to,
  • what not to put in the overhead compartment, and,
  • what to do when the hummus hits the fan.

How we got here

I went from being a vegetarian for almost eight years to going vegan after watching Dominion in 2019. Once I made that change it was a no-brainer to refocus my writing, design and marketing management practice to vegan, plant-based, fitness and other healthier and kinder-to-animals work.

  • Don’t panic! You don’t have to be a Hitchhiker’s Guide fan to hire this vegan for à la carte creative brief writing or brief creative writing, content strategy or the nitty-gritty of the goods themselves.
  • I’ve taken product, social, blog, e-mail and about-page copy and propped it up or repurposed it with fairy tale castles, Leonard Cohen, donuts, politicians, Stephen Hawking, past lives and pyjamas.
  • I don’t know enough about tempeh. I believe chickpeas should come in bigger bags. I make a chana masala that will make you cry, and kale doesn’t actually suck.

… with me so far?

Working with a vegan marketing manager

Here’s how to tell if we would work well together:

  • I am the guy who’s faced and fixed challenges for startups and stable businesses with better creative and copy.
  • I’m also the guy who can connect crazy, beautiful ideas to strategies that stick.
  • When I fall in love with what you’re up to, there’s a good chance I’ll work harder than you do at making it magical.
shoot me a message

“And sometimes you come out of the fog into clarity, and you can see just what you’re doing and where you’re going, and you couldn’t see or know any of that five minutes before. And that’s magic.”

Neil Gaiman on writing

Thanks to: