Tagged work content-strategy
The 2024 Reset: Repositioning Urban Ladder for the Premium Market
How I led Urban Ladder's 2024 brand voice evolution, shifting communication from value-led functionality to an aspirational, design-first narrative rooted in audience insight and category context.
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YouTube Videos: Content Direction and Scripting
Directing content and scripting for on-ground, vox-pop storytelling that normalises mental health conversations and challenges social stigma.
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