Work Category: Copywriting

Stavros Kaiki

Stavros is a floating work of art. One of the best-preserved traditional wooden boats in Greece, Stavos has remained in the same shipping family for generations – the symbol of a seafaring nation and the perfect vessel for a slow cruise around the Greek islands.

Ffor centuries, Greece had the largest fleet of wooden boats in the world. Built by master craftsmen whose knowledge of the sea is as deep as the horizon is wide, they are famously seaworthy and built to last. But now these kaikia are in danger of extiction, as EU incentives encourage fishermen to destroy their boats rather than maintain them at sea.

Yapa, Milano

Since landing his first job at a local trattoria in Tuscany at 15, rising up through the kitchen ranks to become Sergi Arola’s right hand man, chef Matteo Pancetti has travelled and cooked all over the world. From the Peruvian Andes to Japan, via Barcelona, Provence and now Milan, Pancetti has honed a cooking style that is completely his own. Absorbing, blending, and reimagining culinary influences, ingredients, and traditions in new ways that are modern, surprising, and rooted in a sustainable ethos.

Pancetti’s latest venture, Yapa, in the heart of Milan, is an intimate showcase for his genre-busting tapas paired with thrilling cocktails and natural wines. Thanks to Lambs & Lions for trusting me to tell Matteo’s story and for always being such a pleasure to work with.

 

Nōema

Finding plenty in the humble bounty of raw, sun-baked landscapes. Finding purpose in preserving and sharing nature’s gifts. Finding happiness in feasting and dancing with friends, lovers and strangers. Savouring the intensity of every ingredient, every moment. In the Cycladic lexicon, Nōema is the meaning of life.

I created the story for Nōema, a modern Greek bar-restaurant in the white-hot heart of Mykonos town. Owned by Richard Caring, and designed by the talented team behind Scorpios, Nōema is a return to the simple pleasures of Cycladic living.

Cycladica

Restored, designed, and managed by a family of architects and hoteliers with deep roots in the Cyclades islands, Cycladica represents hospitality that feels like home — an expression of the owners’ love and respect for the culture, architecture and environment of the Greek islands. From cave houses on Santorini to a magical cottage in the heart of Athens, all their properties share an appreciation of heritage and craftsmanship, an amazing location, and an easy-going atmosphere that radiates the warmth of Greek summer.

In collaboration with the talented design team at G Design Studio, I created a new brand name, selling lines, and evocative copy that tells the very personal story of this wonderfully soulful small hospitality  business.

AHUM Coaching

‘Anyone can make the simple complicated. Creativity is making the complicated simple.’ – Charles Mingus

Creating the content for executive coach Kostis Tsounakis’ website, I was inspired by the riffs and rhythms of jazz music. After all, Tsounakis named his business after jazz genius Charles Mingus’ seminal album, AHUM.

Coaching sessions are like jam sessions: you tune in, explore synergies, harmonise, and improvise on themes in different contexts. Liberating and uplifting, it’s a transformative experience that reverberates in profound and surprising ways.

Anaktae

Bridging the disciplines of architecture, interior design and bespoke furniture, Anaktae needed a new website that reflects their integrated approach to spatial design.  Inspired by the timeless elegance of ancient Greek art and architecture, their work has a deep, almost intellectual quality that called for a distinctive tone of voice. I coined a phrase to describe their signature aesthetic: neo-archaic.

This is Athens

At last, the official guide to Athens is live. I’ve spent the last two years setting up this online guide to everything I love about this crazy, life-enhancing city. From where to find the juiciest souvlaki to underground tavernas, secret beaches and dive bars, it’s an insider’s take on everything you need to know about Athens.  Proud to have played a part in this wonderful endeavour as founding Editor in Chief. Huge thanks to all the talented writers, editors and photographers who put their soul into every article, and to the City of Athens, Aegean Airlines, Athens International Airport and Marketing Greece for trusting us to make this happen.

Find out everything worth knowing about Athens right here.

Armonia Residences

John Pawson brings his extreme minimalism to a residential complex on the Athens Riviera. I was called upon to distil Pawson’s distinctive aesthetic into marketing copy that is equally understated, effortless and superlative-free.

Innovis

I devised the tagline and developed the online copy for a new pharmaceutical company that’s on a mission to provide a healthier future for everyone.

Buba Bistro

Copywriting is easy when the product is this tasty. I created the words for the website of Buba Bistro Exotique, a spicy little Thai number in Athens, where the cocktails and tunes are as tongue-tingling and uplifting as the food.  This is what summer nights in Athens are made of.

Kourellas Dairy

I was principal copywriter on the rebrand of Greece’s first organic dairy. From taglines to packaging, promotional materials and an ambitious new website. I created playful copy that captures the company’s core values: traditional, natural, wholesome. With disarming directness, the dairy farmer, Kourellas, engages in a dialogue with the consumer to convey the pure quality of the products.

Another great collaboration with the award-winning G Design studio in Athens.

Istanbul Guide for The Conrad Bosphorus Hotel

If you had 1, 3 or 5 hours to explore Istanbul, what would you do?

My Istanbul city guide for the Conrad Hotel tells you how to make the most of your stay – from the best local meyhane to Bosphorus boat trips, street markets, hipster haunts and hamams.

ByALEX

 

British designer Alex Swain creates modern, wooden furniture that’s an antidote to flat-pack furniture and throwaway culture.

I came up with the tagline and created the content for his website, ByALEX.

‘Purity by design’ reflects the ethos of ByALEX: simple furniture that’s sustainably made and built to last. Considered design that’s considerate to the planet.

The Capra, Switzerland

I was commissioned as a copywriter and communications consultant for The Capra, a swish chalet hotel in the Swiss Alps.

As well as developing content for The Capra’s website, I devised a series of targeted media campaigns. As a result, the hotel won a place on Tatler’s guide to the world’s 101 best new hotels, and scored extensive coverage in the UK press.

One Athens

ONE ATHENS is a residential complex in downtown Athens.

Constandinos Doxiadis, a pioneer of urban planning, information technology, and bioclimatic architecture, designed this iconic building as his headquarters in the late 1950s.

I created a sales book and web content for the property developers who have transformed Doxiadis’ landmark into luxury apartments.

The penthouse apartment, eye level with the Acropolis, is the one I have my sights on…

Shibui

OLYMPUS DIGITAL CAMERA

Shibui is one of those untranslatable words that distils the essence of a particular country.

Shibui is a Japanese word that describes an aesthetic of simple, unobtrusive beauty. Design in harmony with nature, where every form has a function and every detail a purpose.

It’s also the name of a Swiss homeware brand, hand-made by award-winning Greek designers Constantinos Hoursoglou and Athanasios Babalis.

I drafted subtle but straightforward copy for the Shibui website and came up with a suitably understated tagline. Simply beautiful.

 

Sun of a Beach

I created the web content for this fun fashion brand: a range of premium beach towels and accessories in tropical prints.

The playful copy captures the carefree spirit of Greek summer.

Serendipity Greek Villas

Serendipity is a villa agency with a hand-picked portfolio of exceptional properties on the Greek islands.  Sumptuous villas, secluded retreats, and historic mansions designed to thrill, inspire, or unwind.

Providing the content for their website was easy. Scrolling through the stunning photography of perfectly styled houses was like taking dozens of dream holidays, one after the other.

 

Secret Earth

A trip planner for time-strapped travel junkies, Secret Earth is a clever way to plot your next escape.

The founders enlisted top travel writers from around their world to share insider recommendations from their specialist destinations.

Naturally, I was typecast as the Greek expert.

Hotel Doma

This charming little hotel in Chania, Crete is straight out of The World of Interiors. Owned and run by two immaculately coiffed, 80-something sisters, Hotel Doma is decorated with an incredible collection of antiques, textiles, and antiquities.

Delving into the building’s history – formerly the Austro-Hungarian and British Consulate – while gazing out to sea from the breakfast room, or listening to the marble fountain sing in the garden, was hugely inspiring.

This website almost wrote itself.