A continuous piece of thread-work running left to right, from a chaotic pale tangle into ordered woven cloth with magenta threads running straight and parallel.

From a tangle to a system.

Three ways to make your organisation sound unmistakably like itself – whether you need one thing named, one thing fixed, or the whole thing built.

Services

How I can help

There are three ways to work with me, and they start in the same place: getting specific about what’s actually true and different about your organisation, so it sounds unmistakably like itself and not like everyone else – the part an agency or an AI can’t work out for you.

Whether you need one asset fixed or a whole system built, we begin there, before anyone writes a word.

A dense tangle of pale threads with a single taut magenta thread emerging from the centre and pulled clear across a warm off-white surface.

01

The Diagnosis

For when you want the real problem named before you fix anything.

A focused, standalone first engagement. I look at what you have, we talk it through, and you come away with a written finding: what specifically sets you apart, how your voice actually works – what you sound like, what you’d never say – why your current communications aren’t landing, and what those missed opportunities might be costing you, with clear recommendations for what to do next.

It stands on its own. And if you decide to go further, the Diagnosis becomes the first stage of a Refit or a Build rather than a separate exercise.

Best for: Organisations that sense their messaging is off but can’t yet say why, or who want a considered second opinion before committing to a rebuild.

Pale woven linen with a gap darned closed by a patch of magenta thread woven over and under across the break.

02

The Refit

For when your materials just aren't working.

A bounded project to fix the client-facing communications that matter most. We start with the Diagnosis, then rebuild the pieces that are costing you – a specific landing page, a pitch deck, a partner bio, a key proposal – so they say something true, in your own voice, and land with the people you’re trying to reach. Typically two to three weeks.

Best for: Organisations whose materials read fine but say little, and who want a senior pair of hands on a defined problem rather than a long agency engagement.

Many magenta threads running in ordered parallel through a neat pale grid, like an orderly section of loom.

03

The Build

For when you're starting from scratch.

The whole thing, built end-to-end.

We define your voice precisely – what you sound like, what you’d never say, the values underneath it – then build the workflow that keeps it that way at volume: guardrails so AI-assisted content stays on-voice, and enough structure that it goes out consistently and stays on-message without anyone policing every draft.

It’s most useful where the words that matter most belong to the people with the least time to write them – a managing partner, or a chief executive – so their voice stays theirs even as the output grows. You’re left with a system your team runs, not a strategy deck in a drawer – so the human character of the organisation survives being scaled up.

Best for: Organisations launching or rebuilding, or ready to invest properly in how they come across as they grow. Most clients start with a Refit; some are ready to go straight to a Build.

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How we work together

How we'd work together

1.

Diagnose

We find the real reason your communications aren't landing.

2.

A Refit for one problem, a Build for the whole system – priced to the outcome, not an open meter.

Agree the scope

3.

Do the work – with you

I work as part of your team, not instead of it, so nothing gets lost in translation.

4.

I deliver something you can keep using, and any subsequent changes cost just a phone call, not a fresh brief to a stranger.

Hand over

Not sure which one you need? That's what our first conversation is for.

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FAQ

What you need to know

  • I work as your senior communications judgement on the website, content and messaging that need to resonate with international clients, without the cost or overhead of a full-time hire. You bring me in for a diagnosis, a Refit or a Build, and I work with your team rather than instead of it.

  • An agency gives you breadth and overhead. AI gives you fluent words fast. Neither can tell you what is specifically true and different about your organisation, and that judgement is still a human job. I bring that judgement, plus the speed AI makes possible, without the agency price tag.

  • Yes, and I’d be sceptical of anyone in communications who claims they don’t.

    AI is genuinely good at some things: getting to a first draft, working through variations, testing whether an argument holds up from a different angle. What it cannot do is decide whether a sentence is true about you, or whether it will land with the person you’re actually trying to reach.

    So the question isn’t whether to use it. It’s what you put around it. I use AI inside working processes I’ve built and tested, and every draft passes my own editorial judgement before it goes anywhere near you: is this accurate, does it sound like you rather than like everyone else, would a real reader recognise their own situation in it? Used that way, AI takes the drag out of the work and leaves more time for the part that decides whether it succeeds. Used without that discipline, it gives you a very polished version of nothing.

  • Usually, yes – it’s what makes the rest defensible, and it’s quick. If you already know exactly what you need, we can scope a Refit or Build directly.

  • Yes. I handle the thinking, the message and the words; I’m happy to work with whoever builds and designs around them.

  • I write in English, for organisations whose clients and hires are international. My background is in translation across six European languages, so I’m comfortable where nuance and a second language matter.

  • I’m based in Zurich and I’d always rather meet in person, at least to begin with – you learn more about an organisation in an hour in the room than in a fortnight of emails. After that most of the work runs perfectly well remotely, and I’m happy to work entirely that way if it suits you better. Being outside Zurich, or outside Switzerland, isn’t an obstacle.

  • Less than you’d fear, but not nothing.

    The Diagnosis needs a couple of conversations with the people who actually know the organisation – usually a partner or two and whoever owns the marketing – plus access to what you already have.

    After that I work independently and come back with something to react to, rather than sending you questions in instalments. The work only fails when nobody senior engages at all, so that’s the one thing I’d ask for up front.

  • A Diagnosis is quick and can usually start within a couple of weeks.

    A Refit typically runs two to three weeks once we’ve agreed the scope.

    A Build depends on how much there is to build, and I’d rather give you a real timeline after the Diagnosis than an optimistic one before it.

  • I’ve spent my career inside organisations where confidentiality was a condition of employment rather than a policy on a wall, most recently in private banking.

    I’m happy to sign an NDA before we discuss anything substantive, and nothing about your work appears publicly – on this site or anywhere else – without your written agreement.

  • I’ll reply within a working day or two and suggest a short call – half an hour, no preparation needed – to work out whether there’s a real problem here and whether I’m the right person for it. If there isn’t, I’ll say so.

  • It depends on scope, and any number quoted before we’ve spoken would be a guess. What I can tell you is how it works.

    Most engagements start with a Diagnosis, which is fixed in scope and stands on its own – so you can see how I work and what you get before committing to anything larger.

    A Refit or a Build is then quoted against the outcome we’ve agreed, not an open meter, and you have the number before any work begins. No hourly billing, and no conversation at the end about what it turned into.