100% focused on your people & your purpose

Ever wished people came with manuals? Here’s mine:  Manual of Me

Ever wished people came with manuals? Here’s mine: Manual of Me


You could say I've been writing copy since I was 15, when I made ads to get pupils joining political groups and fighting for better education.

15 years later, I started and led the global copy team at LEGO Customer Service. The tone of voice, copywriting and advisor training we created made LEGO customer service emails go viral — such as the one that went out to Luka Apps. Proof that customer service is a marketing function, and how the best way to market is by truly caring for the customer.

I then spent a few years at London-based consultancy soh (now Mazaru): writing web copy, voice scripts, chat and email messages for over 70 iconic brands. 

It was really during that time that I started to sense the urgency...


I simply could no longer ignore the fact that people and planet will soon go to **** if we don't get our act together

  • If we want to make sustainability the norm, we need more sustainable communication.

  • If we want people to take more responsibility, we need more responsible communication.

  • If we want to break down the barriers that keep us from working together, we need communication that connects us.

That's why I started From Scratch.

Because to stop climate change, save species from dying and make society more humane, we need a radical rethink.

We need to change behaviour.

Copy is the best (perhaps even the only) way to achieve that.

Which means, we need to harness the best that the humanities have to offer:

From design thinking and UX practices to linguistics, from psychology to socio-political studies

+ GIFs

+ Straight talking

- Faffing about

= my much-loved newsletter


Just your email address ➽➽
(+ I’d love to be on first-name terms with you, if that’s OK)

I’ll show up in your inbox a few times a week at first — then you’ll hear from me 1-2x per month.

Don’t like ‘em? Please unsubscribe. Bonus points if you let me know what p*d you off.


"No borders" is my motto

  • Right at this moment, we're all on the same improbable ball of material, flying through space at a ridiculous speed.
    What's the meaning of 'us' and 'them'?

  • The internet is global. This our chance to work together globally to solve poverty, climate change and war.

  • Writing from scratch from a place of empathy is far more effective than importing cultural bias through tired best practices,
    or word-by-word translation.

  • This also means taking customer service out of its contact centre silo and turning marketing into customer care.

  • Collaboration beats competition: let's build a network of likeminded folks so we can deliver bigger, better projects, together


Big project? This team can do it!


Helping teams thrive during times of change —together:

Dorit Noble


"I'm an award-winning trainer with over 12 years experience in group facilitation, coaching and mentoring.

As a team systems coach, I support teams and organisations through times of transition. I believe that a happy workplace and supportive team are key to retaining your talent.

Our parallel approach to projects focusses on your operational challenges, while at the same time improving team performance and interactions — all very important foundations for great communications with customers:

  • Enhancing team culture

  • Conflict management

  • Collaboration across projects

  • Mergers

I have experience in supporting organisations through change including bank mergers, university departments and the service industry where I worked closely with board members to support and improve collaboration between their teams."

Dorit Noble, award-winning trainer, coach and mentor.

Dorit Noble, award-winning trainer, coach and mentor.


Helping you take your mission to Portugal and Angola:

Joana Fernandes

Joana Fernandes, content and communications consultant (Portuguese and English).

Joana Fernandes, content and communications consultant (Portuguese and English).

"I’m passionate about communication, mostly words.

For the past 14 years, I’ve been deepening my life-long infatuation by gaining client-side experience in all sorts of communication fields, from being a journalist to a translator, plain language consultant or content quality specialist.

Nowadays, I use my eagle eye in freelance language-related projects, doing what I do best:

  • Proofreading

  • Editing

  • Localizing

  • Translating

  • Transcreating

  • Writing

  • Optimising SEO

Feel free to check out my LinkedIn profile to get to know more about me and what I’ve been doing.

I’m Portuguese and am now based in Lisbon, after having lived in London for almost 5 years.

I’m a music lover. I also love singing, animals, Africa, travelling, and languages. Probably in that order.

Now I'm a mom, my kid is finally making me feel a bit lost for words – sometimes."


Helping you overcome cultural barriers:

Sophia Cheng

Sophia Cheng, intercultural communications strategist.

Sophia Cheng, intercultural communications strategist.

"With a background in psychology and more than 9 years' communications experience, I support nonprofits and small organisations with their storytelling and outreach.

I have been fortunate enough to work with a range of stakeholders spanning geographical and cultural barriers.

From indigenous leaders in Panama to youth in Indonesia, from startups in Australia and Ireland, to sitting on the European Board for the International Association of Business Communicators — cross-cultural communication is something I live and breathe. 

I try to embed good ethical choices at every level of my work: from making the Giving What You Can Pledge, to offsetting my air miles to a third-party assessed organisation.

Partnering with other ethically-minded businesses is crucial if we are to establish the new business norm, opting for collaboration over competition.

You can read more on ethical living, digital nomad lifestyle and communications over on my blog."