PORTFOLIO SAMPLES Jan 2026

BRAND & MARKETING

For Asprey, I wrote product copy and ads, such as these, aimed at people shopping for gifts for a male partner, family member or friend. I employed an overtly ‘masculine’ tone, appealing to a sense of adventure that’s in harmony with the products.

BRAND DEVELOPMENT

I’m working with Signature Creative in LA on a new restaurant brand in Florida. The initial concept we were given was ‘elevated fish camp’, so our initial proposal blends feel-good camaraderie by the lake with a more elevated menu and ambience, outdoor bar terraces, poolside cocktails and sunset lounging by the fire pit.

SEE BRAND GUIDE

BRAND & MARKETING

I have worked with Six Design (UK) on several projects in Andermatt, Switzerland. Some of these incorporate restaurants, as in the Maya property, which hosts an IGNIV restaurant on the ground floor. This is some of the copy I have written about IGNIV, fusing concepts from an interview with founder Andreas Caminada and crystallising the brand essence, for marketing materials aimed at potential owners.

World-renowned designer Patricia Urquiola and Michelin-starred chef Andreas Caminada bring their shared creative vision to Maya, an exclusive collection of residences in the heart of Andermatt’s prestigious retail and gastronomy boulevard.

Maya introduces the ultimate Swiss Alpine lifestyle, from Urquiola’s beautifully crafted residences to Caminada’s unique fine dining concept IGNIV.

A uniquely human approach to design

Patricia Urquiola’s vision for the Maya residences and penthouses creates elegant living spaces that inspire emotion, conversation and genuine relaxation. The thoughtful design, colour palette, textures and lighting echo the Alpine landscape, in her signature characterful style.

Where gastronomy meets bonhomie

At IGNIV, fine dining rediscovers joy, pleasure and playfulness. Andreas Caminada’s restaurant exudes personality, with imaginative dishes created for sharing. With design from Patricia Urquiola, plus curated art and music, the ambience is relaxed yet effervescent.

Andreas Caminada

Founding Chef, IGNIV Andermatt

A pioneer of taste

Andreas Caminada is a highly accomplished, three Michelin-star chef with 19 Gault Millau Points to his name. Based in his native Switzerland, he uses seasonal produce to create hearty cuisine with a delicate and refined technique. Caminada now has Michelin-starred IGNIV restaurants in Bad Ragaz, Zürich and Bangkok, and soon, a new IGNIV at Maya in Andermatt.

Caminada’s philosophy: A symphony for the senses

Andreas Caminada believes food should be shared – even the most elevated fine dining. His IGNIV restaurants are known for a relaxed and cosy atmosphere, with imaginative sharing plates that showcase fresh flavours in eye-catching, inventive and playful ways. This immersive culinary experience will stimulate each of your senses – the ultimate accompaniment to Maya’s stunning residences.

The IGNIV concept

Andreas Caminada’s IGNIV concept brings a ‘fine dining plus sharing’ experience to a relaxing and comfortable ‘nest’ – the meaning of ‘IGNIV’ in the Romansh language. Just as each child in a family has their own distinct personality, each IGNIV restaurant is a distinctive ‘nest’, with original design from Patricia Urquiola, and experiences tailored by each Head Chef and Host/Restaurant Manager.

The first IGNIV opened in 2015, in a historic vaulted space in the Grand Resort Bad Ragaz. The inventive cuisine and focus on guests’ pleasure earned rave reviews, along with the playful ‘Candy Store’ confections. IGNIV Bad Ragaz currently enjoys two Michelin stars and 17 Gault-Millau points, synonymous with “the ultimate in creativity”, with Joël Ellenberger as Head Chef and Susanne Schneider as Host.

In February 2020, the second IGNIV opened, in Zürich’s Marktgasse Hotel in Niederdorf, the historic old town. This area has always hosted celebrations, and dancers and variety artists even performed at Marktgasse 17. Today, IGNIV Zürich has earned two Michelin stars and 17 Gault-Millau points, thanks to Head Chef Daniel Zeindlhofer, Restaurant Manager and Sommelière Ines Triebenbacher, and Chef de Bar Sarah Madritsch.

In April 2020, IGNIV came to the vibrant culinary metropolis of Bangkok, opening in the St. Regis Hotel. Here, widely travelled chef David Hartwig and extraordinary sous chef and pastry chef Arne Riehn have earned a Michelin Star, thanks to eye-catching dishes incorporating local produce, exotic flavours, authentic Thai techniques, and global influences.

IGNIV Andermatt

In late 2024, Andreas Caminada brings IGNIV to Andermatt, in the heart of Switzerland. IGNIV’s relaxed ambience and cosmopolitan approach to cuisine fit perfectly in this romantic Alpine landscape. After skiing the powdery slopes or hiking along mountain trails, guests will be in the perfect mindset for the IGNIV experience.

IGNIV is a place of joy, where refreshing creativity meets a confidently laid-back ambience. Dishes are always delightful to look at, taste and share, whether they reflect prestigious Swiss heritage or take guests on a global culinary adventure. Here, everything comes together: dazzling food, design, art, hospitality, wine, music and friendship.

A conversation with… Andreas Caminada
Founding chef, IGNIV Andermatt

What’s the inspiration behind IGNIV?

IGNIV means ‘nest’ in my native Romansh language, so the concept is a cosy bird’s nest. Here, guests are invited to share food and memorable moments with friends or different generations of family. I really believe in sharing, even when it’s the highest quality food.

There’s also a sense of playfulness – IGNIV is like a wonderland for me. The fine dining experience is about pleasure and comfort and discovery. Every dish looks like a work of art and delights the palate with flavour. Afterwards, guests are invited to take home little confections from the ‘Candy Store’.

How does Patricia Urquiola’s interior design add to the concept?

IGNIV should be a place of joy and creativity, and the interiors reflect that. Each IGNIV is designed by Patricia Urquiola, but with its own enchanting twist, just as every dish has different seasoning.

Each IGNIV has its own art collection, and we find interesting plates, such as heritage porcelain with flowers and birds – matching the concept. It’s one more way to express creativity, like we do with the music, the food and the surroundings.

Why Andermatt?

Andermatt is a place to relax, breathe in the fresh air, enjoy a well-deserved vacation and experience the real art of hospitality. You can enjoy the beautiful ski slopes during the day and come back to Maya with friends or family in the evening, to relax and enjoy spectacular food.

What will IGNIV Andermatt be like?

At every IGNIV the dishes are unique, designed by the Chef. There will be fresh local produce, but an attitude that’s open to the whole world. The only thing you can expect for sure is plenty of surprises! This IGNIV will reflect the people in Andermatt, with a global perspective, cosmopolitan and inventive. Like IGNIV Zürich, we will have a cocktail bar, which will be a popular place to gather for après-ski relaxation.

BRAND & MARKETING

World-renowned designer Patricia Urquiola and Michelin-starred chef Andreas Caminada bring their shared creative vision to Maya, an exclusive collection of residences in the heart of Andermatt’s prestigious retail and gastronomy boulevard.

Maya introduces the ultimate Swiss Alpine lifestyle, from Urquiola’s beautifully crafted residences to Caminada’s unique fine dining concept IGNIV.

LONG-FORM PROPERTY WRITING

I’ve worked with property clients from Miami to Montenegro, on brand development, marketing and long-form copy.

For Andermatt Swiss Alps, I worked on brand development across several new residences, as well as copywriting for the ASA brand itself.

This ranged from the naming process to clarifying a unique concept, identity and offer for each residence. I also edited and re-shaped interviews with designers, architects and lifestyle experts, including Patricia Urquiola, Snøhetta, Mortiz Estermann, Miroslav Šik, and Michelin-starred chef Andreas Caminada. I asked further questions, researched details and formulated captivating stories about the inspiration, motivation and articulation of the main concept. I gathered information on specific details, design elements and textures. I also focused on the experiences curated for residents, within the building and in the wider community – from fine dining and luxury shops to skiing, mountain climbing, summer sports and more.

TØVA

I worked with international design agency (based in the UK) Six Design on the brand development for TØVA. I helped shape the story and articulate the inspiration and living experience. In my research, I discovered the Norwegian concepts of friluftsliv or ‘free-air living’ and koselig – the idea that we can embrace the winter and snow, getting outside in nature, then cosying up indoors. This helped inform TØVA’s concept of Nordic cabin living in a sophisticated Swiss Alps context. The hard-bound brochure reads like a long-form article: https://mirandawrites.co.uk/wp-content/uploads/2026/01/Tova_Host-Brochure.pdf
Highlights, including architect interviews/inspiration, shaped by me.

FULL TØVA BROCHURE COPY

MAYA: see long copy here.

MAYA BROCHURE

I worked with international design agency (based in the UK) Six Design on brand development and marketing copy for MAYA. I helped shaped the story of this fascinating collaboration between designer Patricia Urquuiola and Michellin-starred chef Andreas Caminada.

BRAND POSITIONING & MARKETING: RESIDENTIAL

I worked extensively with Signature Creative in LA on luxury property development Pier Sixty-Six in Fort Lauderdale, Florida. We brought to life the essence of this reimagined heritage brand, which encompasses a superyacht marina, limited-edition waterfront residences and a revitalised resort. I wrote the brand and TOV guidelines, websites, printed brochures, video scripts, and marketing materials, including social ads.

SEO-RICH BLOGS

I also wrote editorial and ads for South Florida and yachting magazines and SEO-focused blogs. One was about the fascinating history of Fort Lauderdale’s Venice-inspired canals, another on the architecture and history of the revolving Pier Top Lounge, including its place in Googie Design history, one on the psychological benefits of living near water, and others on local events, such as the Miami F1 and local eateries with dock-and-dine service for yachts.

MONTENEGRO

I worked with the in-house marketing team of Luštica Bay for several years, developing high-level brand concepts for new neighbourhoods and residences, as well as ongoing marketing campaigns from social to direct digital marketing. We targeted a variety of international audiences, from HNWI looking for a (or another) holiday home to holidaymakers looking for interesting destinations (as Lustica Bay offers a fully managed lettings service for property owners.

I also wrote SEO-focused blogs about topics from off-the-beaten-track travel adventures to financial incentives for investing in property in Montenegro.

Top 10 Reasons to Visit Montenegro this Autumn

The Most Beautiful Beaches in Montenegro

Montenegro Winter Travel: From Kolašin Skiing to Wine Tasting Tours

The History of Golf – and Montenegro’s Royal Connection

Top 10 Reasons to Invest in an Exceptional Golf Villa

Discover a Waterfront Winter Wonderland

BRAND & MARKETING

Working alone, I recently created a new website and materials for a psychotherapist in London Bridge, a cultured and intelligent practitioner who works with clients who are leaders in business and the world of culture. I included four introductory blogs about therapy, addressing topics such as therapy for creatives (including facing the fear that emotional struggles are ‘necessary’ to fuel your work).

BRAND TOV

I worked on TOV guidelines for Lux* Resorts (through a branding agency). These resorts in Mauritius, Maldives, Africa, Asia Pacific and the Middle East provide an exceptional and thoughtful experience. Once such exceptional experience is the hidden ‘message in a bottle’, which guests may encounter on a sandy beach, by the pool or under a palm tree. Each bottle has a scroll, with a little ‘gift’, such as a free cocktail or non-alcoholic beverage, a massage or an invitation to a beach dining experience.

BRAND POSITIONING & MARKETING: RESIDENTIAL

I worked extensively with Signature Creative in LA on luxury property development Pier Sixty-Six in Fort Lauderdale, Florida. We brought to life the essence of this reimagined heritage brand, which encompasses a superyacht marina, limited-edition waterfront residences and a revitalised resort. I wrote the brand and TOV guidelines, websites, printed brochures, video scripts, and marketing materials, including social ads.

SEO-RICH BLOGS

I also wrote editorial and ads for South Florida and yachting magazines and SEO-focused blogs. One was about the fascinating history of Fort Lauderdale’s Venice-inspired canals, another on the architecture and history of the revolving Pier Top Lounge, including its place in Googie Design history, one on the psychological benefits of living near water, and others on local events, such as the Miami F1 and local eateries with dock-and-dine service for yachts.

COPY FOR CORPORATE RESPONSIBILITY AND SUSTAINABILITY

I worked closely with global sustainability agency Flag Communications as a freelance copywriter during COVID. I wrote copy for websites, emails, brand development, product naming, concepts for social media content and ads, brochures, corporate responsibility reports, pitches and proposals

I also helped Flag with their own tagline and messaging, working with their creative team on the concept and copy for their homepage video.

Here are a few examples:
• Brand book highlighting the sustainability ethos and heritage of an outdoor sportswear brand.
I also worked on World Earth Day initiatives, ads for a sustainable paper company, comms around decarbonisation via carbon-neutral cement, comms for sustainable travel events, internal comms on sustainability and responsibility and charity fundraising challenges and events.

• For this sustainable agriculture initiative, I helped produce brand comms, web copy, social content and outreach campaigns to the target audiences (including North American beef ranchers), promoting regenerative farming practices such as cover crops, migrating animals and other soil health initiatives. Benefits can include increased yields, less erosion, a healthier microbiome and more fertile land.
• Promoting more sustainable aquaculture, to help provide nourishing food, with better outcomes for the fish and the local biosphere.
• Promoting more sustainable coffee farming practices, to protect the rainforest and improve workers’ living conditions, with a special focus on empowering female workers.

• Proofreading and editing a corporate responsibility report for an olive oil brand.

Project: luxury body wash for men. I was approached by an entrepreneur in New York who wanted to launch a new grooming product. He had already named his brand, and was looking for attention-grabbing, somewhat cheeky copy for his male target audience, with gay men as a priority customer persona. I decided we should veer towards unapologetically masculine (though not at all toxic). I wrote extensive brand comms copy, including investor decks and the new tagline: Masculinity is not a dirty word.

These are additional copy samples for beauty products, including product copy and blogs for luxury beauty products and treatments. The men’s barbershop brand was set up to be a welcoming space where men could hang out, have a beverage and conversation, with an interesting programme of speakers.

BRAND POSITIONING & MARKETING CAMPAIGNS

I did a 6-month consultancy as Content Manager with easyProperty, which had recently launched as a low-cost estate agency. I was managing two copywriters, and within two months was also leading the design team. When I arrived, they were leaning into the orange brand colour palette, but were not ‘uplifting’ the brand, as easyJet had done, with vibrant imagery and a more sophisticated approach that counteracts the ‘no frills’ and ‘cheap’ brand promise.

The brief was to improve brand recognition and increase web traffic and conversions. I helped shaped the visuals and created content and ads that played on the ‘easy’ of the title. To increase traffic, we planned and wrote dozens of blogs, many focused on owners of property to let (the major income stream at that time). We researched long-string key word phrases and published intelligent, helpful and legally sound content, measuring results and refining the copy, with measurable improvements in ranking, views, engagement and conversion rates. We also created through-the-door flyers and social content.

Tube ads: I developed three ads (copy and visuals) as a humour-led way to introduce this new online estate agency (a new concept at the time), with classic fine art lifting the tone and balancing the (somewhat downmarket) ‘no frills’ message with reassuring confidence and attention to detail. There was also an Easter egg: small copy for people standing close to the ads, with added details about the artists’ names, etc.

This shows a ‘BEFORE’ and ‘AFTER’ of the website, after refining the look, feel and tone of the brand, to increase emotional resonance and alleviate reservations about going with a ‘no frills’ brand.

This series of three door drop flyers were designed to introduce the brand in ‘nice’ neighbourhoods, with an upmarket, relatable mailer that yes, showed the orange brand identity, but also felt more sophisticated, to reassure potential customers that this was a reputable agency option. My concept played on the ‘easy’ idea, that listing your home could be simple, straightforward, honest and profitable.

The ‘easy’ campaign again introduced the brand through gifs and videos, playing on the ‘easy’ concept.

These ads were aimed at buy-to-let property owners.

I created a fun little video for socials, promoting the relatability of the brand, while demonstrating the concrete benefits of saving money on agency fees.

BRAND REPOSITIONING

I completed a brand positioning refresh for Sanctuary Retreats (part of Abercrombie & Kent and now A&K Sanctuary), working solely with their CEO and Marketing Manager, who had developed the brand strategy. Sanctuary Retreats offers unique travel experiences: luxe safari lodges in Africa and boutique cruise ships in Egypt, Malaysia and China.

I enjoyed this project because it was a lean team, just the CEO and Marketing Manager, who needed help shaping the concept of what the brand means, and how to articulate its benefits, including internal messaging for staff at all levels. My brief was to help reposition the brand, revise the brand tone of voice and rewrite the brand book. I created new brand copy and a new TOV, with guidance for the brand book. Because of my design background, I included concepts for a re-launch campaign and came up with a tagline that encapsulated the brand’s meaning and value.

We bring you closer
I developed the campaign tagline for the re-launch: We bring you closer… (to the wildlife, to the landscapes, to each other, etc). The line reflects the intimate nature of the experiences, from small-group safaris and close-up wildlife encounters, to moonlit dining in the Masai Mara or stargazing from a bathtub on your private deck. A large proportion of Sanctuary Retreats’ guests are couples, on honeymoon or a romantic trip, so the tagline also reinforces that idea.

They loved the concept, so I quickly mocked up two iMovie videos with static images, just to demonstrate how the tagline can flex to highlight various USPs, easily edited for shorter social content. The tagline will work well with their (amazing) existing video footage for easy-to-create videos their in-house design team can manage.

BRAND & MARKETING

I currently work with a UK design agency on Andermatt Swiss Alps, including copy for the main destination and for luxury residences, restaurants, and a new five-star hotel (in progress). I have worked on brand and name development, as well as delivering final copy for websites, brochures and marketing, with detailed descriptions of residences, rooms, furniture and food. This has involved interviews with architects, designers, the developers and chefs, then weaving their insights and philosophy into the brand story, as well as crafting detailed Q&As.

These examples are part of a rebranding for a new five-star hotel and residences in Andermatt. Here, the brand is appealing to people with a sense of adventure, rebellious free-thinkers who carve their own path on pristine snow at sunrise.

BRAND REPOSITIONING

This recent project was a rebrand for a central Houston office complex, working with Signature Creative in California. Post-COVID, there was/is a crisis re getting people back into the office, which means a crisis for commercial property developers/owners/leasers. This historic property needed a focus on the benefits to business in having people on-site: and attractions that could entice employees back into the office.

TRAINING, POWERPOINTS & PRESENTATIONS

I have developed and conducted brand workshops (including at The Business Show), copywriting lectures at The University of East London and Tone of Voice workshops. I also conducted trainings in deaf culture and customer service for a non-profit organisation for the deaf in Miami. At Gousto, I conducted internal brand workshops, helping team members understand and feel part of the new brand.

As a brand copywriter, I have helped shape and evolve brands in London, Europe and the US. I’ve created decks for investors and shareholders, as well as for brand and TOV guidelines. My boutique branding agency, Magnetic Ideas created the brand identity for ThinkPattern: a leadership coaching company. The client’s approach to leadership coaching and performance improvement was focused on helping engineers and tech people who’ve been promoted to senior positions adapt to management roles. I worked with two colleagues on the project, from initial client meeting to completion. The concept involved unlocking rigid patterns of thought that hold people back, and finding new ways of thinking and more productive behaviour. Think Pattern brand name and strategy: Jessica Rimmer. Art Direction: Sabina Hassan. Brand copy, web copy and presentation copy: me.

BROCHURES

I have worked on dozens of brochures. This was a brochure for a luxury family photographer, emphasising the quality of the service and the emotional value of the photography.

I wrote (and helped design) a large brochure for a world golf tour by private plane, an exclusive service for golf-lovers. This involved deep research into each course’s unique (and literal) twists and turns, as the intended audience needed detailed information, not blithe generalities about golf. I also worked closely with PRs from esteemed luxury hotels in some of the world’s top golf destinations. I also wrote a website and microsite for the company.

PRO BONO WORK

For several years, I wrote copy and provided marketing support for Pullens Yards and Pullens Open Studios. Pullens Yards are a community of purpose-built studios in three yards, built in the late 1880s for craftspeople. Over the years, they have hosted lace makers and cabinet makers, but these days are more likely to be potters, filmmakers, digital artists and jewellers. The studios open their doors twice a year, to sell their wares. For several years, I wrote copy and press releases, liaised with media to promote the events, took photographs of the yards, the artists and the wares, and set up and managed the social media accounts for the open studios.

In 2013, I provided free brand support and marketing for Borough Music School, a charity then based in Borough, providing affordable music lessons for children in London. I helped the brand maximise the free brand assets they have been given by a local design firm, helps with comms for fundraising activities and developed a fundraising partnership with a local business.

BRAND NAMING

I used to run a boutique branding agency (Magnetic Ideas), and did extensive work with SMEs and start-ups. This brand creation project was for a high-end nursery umbrella group. I wanted the brand to stand out among mostly the primary colours, Comic Sans and badly drawn caterpillars, bears and apples of most nursery logos. With a target audience of ABC1 parents, I wanted the brand identity to fit in with the universe of brands they trusted and shopped with: more of a Marylebone High Street vibe.
I created the company name, and hired Jerlyn Jereunpoon to perfect the visuals. When they opened their first nursery, I created the company name and the (original) website (with Sabina Hassan, my Art Director at Magnetic Ideas):

This ad was for an e-learning business, which provided results-orientated learning and certifiable compliance training for large corporations (legal, financial services, etc). My concept was to blend an image of a head scan with a data stream, focusing on the scientific basis and trackable learning results.

BRANDING, MARKETING, CONTENT

As Head of Copy and Creative Lead at Gousto for 18 month during their big rebrand, I helped shape the messaging and tone of voice across all customer touchpoints: websitek app, packaging, socials, emails, ads and customer service. This was an amazing experience, managing writers and designers and working with an ambitious scale-up committed to data science and improving the product for ultimate customer pleasure. The initial phase of the new (red) brand was a family-friendly brand to help make cooking simpler, more convenient and a little more adventurous.