"Gingermop" is one of my nicknames (it's Scottish slang for redhead). Redheads tend to stand out in a crowd, and my goal is to create work that stands out, too. Whether it's website copy, a blog post, an annual report, or a banner ad, it's all about finding the story behind the brand, and telling that story in a fresh and compelling way. I love storytelling – maybe it's a Celtic thing.
As an editorial producer for this travel insurance brand, I commissioned, edited, and wrote content for the Explore, Travel Wiser, Travel Safety, and Responsible Travel sections of the site. The goal was to inspire adventurous, meaningful travel and help our customers travel with confidence. I also produced destination guides, itineraries, and social media posts, and wrote videos, digital ads, emails, and other marketing materials.
World Nomads’ destination guides and itineraries were gated content, intended to generate leads as well as inspire travel and generate travel insurance policy sales. I curated, commissioned, and edited the content, chose the imagery, and collaborated with a designer on the layouts.
I was responsible for the following guides:
Insiders’ Guide to Iceland
Insiders’ Guide to Peru
Insiders’ Guide to Argentina
Mexico: Where Nomads Go
USA: Where Nomads Go
Caribbean: Where Nomads Go
Caribbean: The Travel Safety Guide
2-Week Thailand Itinerary
2-Week Japan Itinerary
10 Day France Travel Itinerary: From Paris to Provence
Founded by World Nomads in 2005, the Footprints Network allows customers to give a small donation to one of several charitable causes when they buy a travel insurance policy. I helped manage the projects and created website and social media content to support the program.
To commemorate the 20th anniversary of Footprints in January 2025, I created a video, infographic, case studies, and social posts highlighting our positive impact over the years.
VISIT FOOTPRINTS WEBSITE
VISIT ANNIVERSARY PAGE
WATCH VIDEO
VIEW SOCIAL MEDIA
Agency: Singlebound Creative
When Canada’s leading men’s clothing retailer wanted to update their brand, we freshened their site with a casual but sophisticated look and feel. I kept the copy short and punchy, and provided some style guidance that helped put customers at ease.
