I’m a concept-led copywriter who cares about how everyday behaviours shape culture: what we buy, what we waste, what we pay attention to. I’ve written social, digital, and campaign work through Humber’s NEXT agency, built messaging for nonprofits, and spent five years in sales learning how real people actually make decisions.

My focus now is sustainability, wellness, and ideas that make people rethink the ordinary. Whether it’s a product, a post, or a bigger brand story, I’m driven by clear insights, simple writing, and work that earns attention instead of begging for it.

When I’m not writing, I’m usually observing something strange, taking notes I’ll use later, or trying to understand why humans do the things we do.