Brand and marketing
I create things which convey meaningful messages in striking ways.
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As an award-winning Content and Campaign Editor at the University of Manchester, I strategise, design and deliver campaigns which tell a story. The goal is always to help students discover what Higher Education has to offer, and to support students from all different backgrounds and experiences on their journey. It's important to me that the work I create is not only helping people feel excited and inspired, but seen and understood. Recent campaigns I have designed the brand, strategy, and personally delivered, include Civil Engineers Made This (campaign) and Big Sisters in STEM (podcast and campaign). Beyond this bringing my skills in Campaign strategy and creative to campaigns including Serious About Fashion, and previous noteworthy projects include introducing the University's first digital brochures.
In the case of exceptional opportunities, I offer my skills in a Freelance capacity - including the Apple 'New and Noteworthy' and often Spotify 'Top Ten' Podcast, Hot Girls. I have also worked in a myriad of writing-based positions in the past - from Copywriter to Creative Lead, and from Journalist to Editor-in-Chief.
Spotlight: Civil Engineers Made This
Clean graffiti used during 'Civil Engineers Made This' Campaign 24-25.
Civil Engineering has faced a quiet crisis for years — falling interest and declining university applications across the UK, despite its vital role in tackling the climate emergency.
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In 2024, I pitched, strategised, and led a bold new undergraduate campaign at the University of Manchester to reframe the discipline: Civil Engineers Made This. Instead of marketing Civil as a technical sibling to Mechanical or Chemical Engineering, I repositioned it as a home for the climate-conscious, the creatively driven — those choosing Architecture, Environmental Science, or Materials.
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The creative direction was unapologetically ambitious:
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A brave, design-forward brand identity
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Messaging that spotlighted Civil Engineering as foundational, creative, and essential to climate resilience
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Content rooted in audience insight, from on-site voxpops to gaming-style ads aligned with audience interests
The results?
After the second phase of the campaign, admissions teams reported a 29% increase in undergraduate Civil Engineering applications — the first rise in five years, and bucking national Russell Group trends. Amongst a myriad of high-performing content - from 'clean graffiti to an 'internet's most asked questions' style video, during phase ii, I launched a memorable 'minecraft' style creative to collide with the launch of the movie. This went on to reach an unprecedented 2 million impressions across TikTok and YouTube and gather hundreds of views to our website.
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This was engineering reframed — not just explaining what Civil Engineering is, but why it matters more than ever.