Projects
Beverage Container Return SchemeBrand Strategy
Samsonite APAC Communication Strategy
Shop–House By DECK Brand Strategy
Whoscall Brand Strategy
Singapore Polytechnic Campaign Strategy
Flexpay
Brand StrategyBengal Tiger Line Brand Strategy
Writing/Editing
Raffles Hotel Singapore Copyediting
Milan Design Week Copywriting
President*s Design Award Editing
STPI Social Media Writing
Saison International Content Writing
Singapore Design WeekContent WritingEconomic Development Board Content Writing
Aubette Café Brand VoiceSingapore International Photography Festival Campaign Writing
Taipei American School Content Writing
Long-form Writing 4 Funsies
A Gift For the Beast
Slouching Towards Singapore
No Dick, No Kick? Queer Women Are Sick of the Constant Male Credit
Sex, Toilets, and Video Calls: How are Singaporeans Getting Off in a Pandemic?
Alex G’s Lonesome Crowded West
About
Project, Client
01 Overview
Website and Impact Report for Saison InternationalContent writing for web
Messaging
Copywriting
Saison International is a global financial company with a mission to bring people, partners and technology together, creating resilient and innovative financial solutions for positive impact. It is the international headquarters of Credit Saison Company Limited, founded in 1951 and one of Japan’s largest lending conglomerates with over 70 years of history and listed on the Tokyo Stock Exchange.
For its website, Practice Theory was engaged to revamp the design and messaging. As the copywriter, I was in charge of humanising the sometimes opaque and sanitary language of their existing copy. Working closely with the designers, the new copy and website design worked in tandem to convey a more personable and interactive narrative.
View the website here.
I also worked with the Saison team to shape the narrative and copy for its first-ever digital impact report. Anchored by the message “Dare to Transform”, the report unfolds through a series of seasons—a nod to its French namesake—each capturing a different stage of growth, the lessons learned and the change created along the way. Taking a thematic storytelling approach, I wove key data and case studies to paint a richer picture of Saison’s origins, evolution, and impact.
View the impact report here.