About

Hello,

First things first, thanks for stopping by.

I’m an independent writer/copywriter from Melbourne, Australia. At home, I cut my teeth in media selling large scale, cross-platform advertising campaigns for global beauty conglomerates, car manufacturers and wine brands alike.

I now live in Berlin where I work on a range of commercial and editorial content while exploring an amateur interest in conchology. Despite the relocation, my words are far more adventurous than I. Among other things, they’ve explored marine life at the depths of the ocean, revealed indigenous art in Australia’s Western Desert, and investigated mainstream culture’s obsession with astrology.

My advertising background allows me to offer creative language within a strategic framework. Likewise my personal interest in storytelling means I approach each new job with a sense of curiosity. With every project, the question is: what will people want to read?

I’d love to hear what you’re working on. Drop me an email.

My talented sister, Cinzia Ubaldi, took this portrait of me.

I’m currently reading Hinterland by Caroline Brothers.

Selected Projects

Work time. Free time. All the time.
Client: Apostrophe Copywriters / Golden Age Architecture
Category: Architecture & Real Estate
Project: 130 Little Collins is a luxurious, timeless & sustainbable multipurpose site pitched for discerning, high-end international investment.
Outcome: x3 tone of voice samples, ToV refinement, tagline, 3,000 words for website & investment brochure.
View work
Client: All Saints Estate Winery
Category: Food & Beverage
Project: Content writing for the Christmas edition of the All Saints Estate magazine. All Saints Estate is a prominent winery and event venue located in the Yarra Valley, Victoria, Australia.
Outcome: Gift guides & ghostwriting.
View work
Client: Climate KIC direct — Europe’s leading climate innovation agency & community
Category: Sustainability & systems thinking
Project: Research, interviews, strategy & storytelling with heart. Translate academic, systems thinking into human stories. Convey the work, impact and challenges of the innovation clusters in Tanzania, India and Kenya. Within the realms of adaptation & circular economy.
Outcome: 72+ hours of research, 15 interviews with internal & external stakeholders, storytelling strategy, x7 1500-word articles intended for broad use among potential funders, stakeholders & partner orgs.
Outcome: 72+ hours’ research, 15 interviews
View work
Client: European Union Deforestation Regulation in collaboration with Kopfkino Kollectiv.
Category: Policy & sustainability
Project: Distill complex new European Union Deforestation Regulation laws down to plain English explainer videos for relevant smallholders/farmers & policymakers around the world.
Outcome: x2 5-minute videos
View work
Leveraging tech to scale social impact.
Client: Big.Impact Studio / Holi Foundation
Category: Social impact
Project: The good people behind this product asked themselves: “how can we use technology to scale social impact?” and the answer was Project Holi.
Whether the motivations are humanitarian or environmental, this is an ecosystem that connects apps, digital tools and individuals looking to make the world a better place.
Outcome: Storytelling Honourable Mention AWWWARDS 2022
Brand articulation, personality pack, tone of voice, tagline, UX writing / information architecture.
Natural wine comes of age on this new wine delivery platform.
Client: Sips
Category: Food & beverage
Project: A Berlin-based natural wine delivery platform offering the best of Europe’s natural wines. I worked closely with the founders to bring their vision to life across app & web copy.
Outcome: Brand articulation & ToV, website copy, long form wine producer stories, app UX writing, product descriptions, app store download description.
View work
Client: Josephmark Venture Studio
Category: Climate tech / sustainability
Project: Assist with the launch of new app, website & platform. Aim was to decentralise Australian energy with a grid that was 100% powered by community renewable energy.
Outcome: Tone of Voice, tagline, web copy, UX writing, customer email templates (onboarding & account maintenance), FAQs, social media templates, product naming.

View work
Client: OLIVER marketing
Category: Fintech
Project: A simple & powerful POS system and reporting tool for small business owners across Europe.
Outcome: Educational blog posts for transcreation & localisation into French, Swedish & German markets, interviews & case studies with small business owners, social strategy & ToV for Zettle employer brand, how-to guides, SEO-optimised blogs.
View work