Long form: Book of Money by Monzo
I co-authored a personal finance book for people who’d never normally read one. Clad in signature Hot Coral, the Book of Money took Monzo's tone of voice from app to paperback. When Penguin approached us, there was no brief or fixed idea about what this book would look like. I worked up a structure that featured real case studies and absolutely no upselling, and then wrote a sample chapter, sketching illustrations and writing paragraphs rich in metaphor and warmth. Once we’d cracked an approach, we sprinted over less than six months to deliver a full manuscript, which went on to become an instant bestseller.
Quippy one liners: Year in Monzo
As well as leading the creative concept behind Year in Monzo, I hold the pen on the experience. My team and I write over 2,000 individual lines of copy. We start with the ‘skeleton’ of the core experience, because it has to bring the creative concept to life. That’s the screens everyone sees, no matter what their individual data points are.
The skeleton has an important job to do. It needs to bring the punchy energy of the core concept to life, while actually guiding people through the experience. When we tell you your top merchant for each spending carry, we pair it with bespoke one liners, or quips. We wanted each quip to not just be fun, but also be funny, no matter which mode you chose! So we got started.
Were they funny enough? Punny enough? Savage enough? The process always involves lots of surreal debates and long, long meetings – like whether or not making an aircon joke for OnlyFans actually tracked.
Product copy: Monzo Business
As well as leading the creative concept behind Year in Monzo, I hold the pen on the experience. My team and I write over 2,000 individual lines of copy. We start with the ‘skeleton’ of the core experience, because it has to bring the creative concept to life. That’s the screens everyone sees, no matter what their individual data points are.
The skeleton has an important job to do. It needs to bring the punchy energy of the core concept to life, while actually guiding people through the experience. When we tell you your top merchant for each spending carry, we pair it with bespoke one liners, or quips. We wanted each quip to not just be fun, but also be funny, no matter which mode you chose! So we got started.
Were they funny enough? Punny enough? Savage enough? The process always involves lots of surreal debates and long, long meetings – like whether or not making an aircon joke for OnlyFans actually tracked.
CRM and social: Motley Jewellery
There was a time when I wasn't writing about money. I started out in series A start-ups after a career pivot out of public policy research, and worked as a one-woman marketing team in jewellery and direct to consumer fashion. I was responsible for our thriving social presence, curating a mix of art history, jewellery and designer spotlights for a lifestyle feel. I interviewed world-class designers like Chus Bures and Alice Ciccolini, wrote about Sezane in plain English, and wrote conversion-focussed copy for new collections. 
