Case study 1
Copywriting Case Study: Radicle™ by Kerry
Radicle™ presented a unique copywriting challenge: communicating complex, engineered plant-protein solutions in ways that felt clear, relevant, and culturally appropriate across diverse markets. As the copywriter for the Radicle Playbook in India, MENAT, and ANZ, I was responsible for shaping a consistent overarching story that could adapt to local attitudes toward food, health, and sustainability.
Case study 2
Branding Case Study: AmSPEC
As AmSpec continued to expand across industries and global markets, its brand no longer reflected the scale, expertise, or modernity of the organization behind the name. This case study explores AmSpec’s rebranding journey—from identifying gaps in its visual and verbal identity to developing a cohesive, future-ready brand system—designed to strengthen differentiation, reinforce trust, and support the company’s long-term growth.
Case study 3
Case Study: Building a Culture of Innovation with the vPCO Innovation Challenge
This case study explores how I developed and delivered a multi-phase internal communications campaign to support the vPCO Innovation Challenge at VMware. The challenge was set up like a Shark Tank–style competition to encourage everyone to share ideas, highlight those with real business potential, and showcase leadership as supporters of innovation. My role was to craft a clear, engaging story that kept excitement going from the shortlist stage all the way to the Grand Final, while also supporting a bigger goal: making innovation more open and accessible across the company.
