I was editor-at-large for Treasure Magazine in 2010. I re-invented the brand, creating new flags (magazine sections) and a new brand strategy and identity. The brand was created for the career-savvy muslim woman. The brand tries to see the common identity (which is community and family) amongst everyday South Africans, no matter what their religion. It's a celebration of openness amidst strong tradition.
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Travelling to any place offers time out from the rut of everyday routine. But when you travel to a place that challenges you physically or emotionally, you are most likely to experience ‘time in’.
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The AA intended to market a new service with a range of three advertorials. This was the first in the range, which appeared in Real Simple magazine. Read more...


 
It is the writer's role to make ordinary things appear extraordinary and exemplary. Such stories about everyday people are easier to tell when the story has a unique point or profound message. In this set of five stories I hope to display the patience and endurance required in marriage, woven into plots of ordinary lives. Read more...


 
This story was driven by visuals, but has crucial practical advice in the copy in order to get the look right. Read more...



 
An example of ideas on a theme, with step-by-step advice in the copy. Read more...


 
This story was written for a section called The Buzz, a monthly feature in seventeen magazine, dealing with issues and news-related events that pertain to a teenage market. The story is called Under Siege and deals with the traumatic effects of violent crimes and ways to deal with those. Read more...


 

As a journalist, it is your role to convince people to speak up about things that they might not even share with their best friend while leaving your interviewee feeling respected. This story touches on some sensitive psychological issues. Read more...


 

Readers buy magazines to be entertained. This is an example of such light entertainment, which does still have to have sound advice. Read more...


 

We had a licence to use this American story, but had to localise it for South African readership. With my own basic knowledge of nutrition and the right experts, local products were found and the advice was honed for the South African teenager. Read more...

 

This is copy that was written for a Standard Bank advertorial in seventeen magazine. Read more...

 
In rare cases, it is correct to use a pseudonym to protect the identity of the person being profiled. This is especially so when the topic has a stigma or the person is under-age. Read more...



 
I contributed to a coffee-table publication called FAB, published by Umuzi Random House. It was a celebration of 13 years of the Mother City Queer Project (MCQP) in Cape Town. The book was compiled by Eric Miller and Karen Jeynes. Read more...



 
An example of copy for shops in Constantia Village. Read more...