As Kathmandu’s senior copywriter, I shaped its voice from the ground up, crafting a brand story rooted in decades of adventure, writing engaging product copy for every season, and bringing big partnerships to life with language that feels proudly Kiwi. From punchy campaign headlines to helpful in-store signs, every word was carefully chosen to inspire, guide, and connect customers with the outdoors—and with the brand that helps them get out there.
Brand storytelling
When Kathmandu needed a brand story worthy of its rich history, I dug deep, capturing the spirit of decades spent outfitting Kiwis for adventure. I shaped a clear, compelling narrative that runs through every channel: from website and campaigns to packaging and internal comms. The result? A brand voice that feels distinctly Kathmandu—warm, cheeky, and ready for the outdoors.
Product storytelling
Across multiple seasons, I crafted product descriptions that did more than list specs; they told stories. I translated technical features into real-life benefits, balancing detail with warmth to help customers feel confident and excited about what they were buying. From product swing tags and web copy to social media and eDMs, every word was designed to make the gear feel like an adventure waiting to happen.
Partnerships
Whether it was the New Zealand Olympic Committee, F1 driver Liam Lawson, or other local legends, I found the sweet spot where Kathmandu’s adventurous brand and each partner’s story met. I wrote partnership copy for press releases, paid media, social posts, and more that felt authentic, proud, and authentically Kiwi—showing customers why these connections matter, and how they make Kathmandu more than just a gear brand.
Seasonal Campaigns
Every season brought a new chance to connect with customers and showcase our products against a sea of sameness. I wrote beautiful seasonal storytelling, crisp campaign headlines, and short, sharp product messages—all designed to catch the eye, spark wanderlust, and turn browsers into buyers. From early brainstorming to final taglines, every word pulled its weight.
Visual merchandising
Once customers stepped inside a Kathmandu store, my words were there to greet them. I wrote in-store messaging, from signage that explains technical layers to quick callouts that highlight key features. The goal: make it easy for shoppers to choose the right gear, understand the benefits at a glance, and feel confident in their purchase. Helpful, on-brand, and never boring.