here is a haiku • to show you what I can do • hope you work with me

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here is a haiku • to show you what I can do • hope you work with me •

Communications Strategist•Copywriter•Storyteller

About Me

Hi, I'm Kat, and I like making complicated things make sense. I'm a communications strategist, copywriter and storyteller who believes the best communication starts with curiosity. I get to the heart of complex ideas and turn them into clear, compelling stories that stick. Because if people don’t understand something, they rarely care about it.

I’m interested in projects with purpose, where thoughtful communication can help shift perspectives, build understanding and contribute to positive change. My approach is shaped by my wider creative practice, I write fiction, host two monthly radio shows and DJ, exploring how stories, language and music shape the way people connect with ideas and each other. I grew up in the Lake District, so naturally love the outdoors and endurance-coded adventures.

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portfolio

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portfolio •

Communication Strategy

  • WaterBear had several messaging documents, but they were unclear and inconsistent. I was tasked with turning the messaging into a unique and unified identity that could be deployed across all copy and touchpoints.

  • The market for nature-based solutions was becoming more saturated and less clear, so we needed to ensure we had clear USPs to communicate externally. I was tasked with analysing and understanding the Land Life values and using them to create new messaging, TOV and a value proposition. The result highlighted where to focus our impact, which helped inform not only the messaging, but also the company strategy.

  • The Land Life website did not reflect the tech-driven nature of the mission, so it needed redesigning. This not only meant a redesign visually but also copy-wise. The two audiences the website needed to cater to were customers and landowners, so copy paths were created for both, enhancing clarity and guiding user journeys. Additionally, the home page, tech page and all other areas of copy were re-evaluated and edited. The process took four months from start to finish.

Campaign Content

  • The problem identified was that it was often hard to simply explain who we were and what we did at Land Life. We decided to solve this by making a short campaign video. I wrote the script in the format of a poem to explain who we were. The result was successful and the it became a regular part of client intros and presentations, as well as a social campaign.

  • We recognised that even within the company it was challenging to explain Land Life’s technology, but given we were a ‘tech-driven’ reforestation company it was vital that we had a clear, tangible explanation: so we created the tech campaign. I wrote the script and came up with the idea of basing the script off the the recycling logo, showing that each stage of technology fed into each other. I also wanted to use animation and simple language so it felt cute but also easy to remember and understand. The result was successful and it became a tool for explaining tech both internally and externally.

  • Each month at WaterBear there was a collective mission, in January this was focused on sustainable food. I wanted to convey how overwhelming shopping can be when you are trying to make the right choice all the time. The idea was to encourage fellow “imperfect activists” to shop more consciously while remaining empathetic to the “struggle” given inflation and the contrasting information we are bombarded with. This was one of many scripts I worked on for TikTok and Instagram reels that encapsulated life as an “imperfect activist.”

Impact for Socials

  • WaterBear’s focus was on Climate, People, Nature, Food & Lifestyle. So, we started newsroom, a social series posted twice a week reporting news with a WaterBear twist. The fast-paced nature of news meant quick asset turnarounds. The story would be identified and copy/design needed to be created that same day. This was an opportunity to implement the TOV I developed.

  • WaterBear annually did ‘April Fools’ which was a moment to be playful on socials. The first, was playing with the idea of NASA using methane produced by cows to power space rockets. The second applied a ‘Mean Girls’ lens onto some of the biggest contributors to fossil fuels.

  • WaterBear made a series called “ALT+SHIFT” with Oatly, following three different protagonists who had made subtle changes to their lives that benefited the environment. The series was launched in January 2025 to ride on the ‘new years resolution’ wave. The social campaign was asset heavy and extensive, with each episode being pushed for a month before the next was focused on. Copy came in the form of newsletters, a campaign page, Instagram carousels, TikToks and interviews conducted by me and turned into blog posts.

Social Content

  • I developed copy and creative assets for ASICS’ Run for Reforestation campaign, translating the idea of movement into a story about restoring forests. I created messaging and content that connected running with positive environmental impact, making the campaign feel motivating, accessible and distinctly ASICS.

  • I spotted emerging trends across social and turned them into ideas that felt distinctly ASICS. I adapted trends to the brand’s tone of voice and Move Your Body, Move Your Mind ethos, creating timely, engaging content that felt native to the feed without losing sight of the bigger brand message.

  • I created social copy and content around My Happy Place, exploring the idea that running can be a source of happiness even when it doesn’t always look that way. The work captured the less glamorous, more relatable side of running, while showing how moving your body can have a genuinely positive impact on your mind.