22 years of experience, German engineering & the <3 of a millennial
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.
100% focused on your people & your purpose
My work is firmly grounded in customer research, analytics, linguistics & psychology… and that all-important bit of poetry.
Transparent, clear processes mean you'll always know what's going on: research & discovery — writing & wire framing — testing & learning — repeat.
Fixed-price projects help you budget: no ugly surprises at the start of the month.
Whether you opt for coaching or done-for-you copy, I invite your questions. You stay in control.
Easy on the admin: book coaching sessions directly, accept quotes online and pay in GBP or Euros — via bank transfer or credit card.
I promise you'll leave every project with a clearer idea of what goes into great copy. Which means you'll not only write better yourself — you'll also be a better judge of quality when hiring a writer in future.