Identifying trends, understanding their impact. Writing about them in a way that cuts through the clutter.
My background is in trends. As head of trends at fitch, my role was to use trends to bring insight to marketing initiatives and projects. My specialist areas are retail and consumer trends. But I've also researched and written trend reports on many areas, including corporate branding, changes in the work-place, health & beauty, attitudes to food and financial services technology. Whatever the subject area or sector, I can help bring structure and clarity to complex areas, carry out research to develop content and purpose copy to your brief - presentation, report, web content, brochure, blog. Get in touch here if you think I can help.
Trend writing examples
Five ways tech is redefining financial services. Technology is transforming the financial services landscape, changing people's banking behaviour and creating new opportunities. This trend study identifies 5 trends to show how this is happening. My brief was to distill a vast amount of my client's research into a handful of key trends - bringing them to life with copy to work across print and web, as well as to support a conference on the 'Fintech Challenge' hosted by my client. See more here.
Simplification: changing approach to corporate branding. As companies innovate, expand, diversify and become increasingly global, complex organisations, many are looking at ways to simplify their approach to corporate branding. My brief was to identify trends and best practice within corporate identity, with particular reference to how corporate organisations approach sub-branding. Work involved carrying out research and shaping the content into something that the agency could share with client in a workshop scenario.
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