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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
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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
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This story was driven by visuals, but
has crucial practical advice in the copy in order
to get the look right. Read
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| An example of ideas on a theme, with
step-by-step advice in the copy. Read
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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
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| 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.
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| Readers buy magazines to be entertained.
This is an example of such light entertainment,
which does still have to have sound advice. Read
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| 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.
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| This is copy that was written for a
Standard Bank advertorial in seventeen magazine.
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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
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| 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
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| An example of copy for shops in Constantia
Village. Read
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