Vogue International is almost unique in the publishing world. The core of Vogue’s collective digital voice, it is a pool of talented experts that take the lead on global stories for Vogue digital editions worldwide. As it is a new way of working, the team struggled to tell a cohesive story about their different areas of expertise from fashion shows to photography, social media to audience engagement. Flo single handedly interviewed each area within the Vogue International team, understood their passion and creativity, and helped them define their story.
You need the experience of a journalist, plus an understanding of publishing and how stories are told digitally. Flo has this and handled the team with finesse and knowledge to ensure she told their best stories. This story is now being used throughout Vogue International and CNI, and Flo is very much an extension of our communications team. We have since worked with her across a variety of projects for Condé Nast International.
– Ginni Arnold, Director of Press, PR and Communication at Condé Nast International
Condé Nast International is a highly successful luxury and lifestyle media company, housing leading brands such as Vogue, Wired, Vanity Fair, Glamour, GQ and AD across 64 websites for about 270 million monthly unique visitors in markets including China, Japan, Taiwan, India, Russia, Italy, France, Spain, Germany, the UK and Mexico. Committed to reinventing ourselves at the tender age of 109 years old, we are constantly evaluating how we work across countries and brands and how we develop our brands, products and services to expand our global leadership in the fashion, luxury and lifestyle spaces.
We recently set out to define and formalise our global corporate mission and vision, and brought in Flo as the copywriter for this project. Confronted with tight deadlines, Flo proved a great addition to the team, bringing together large amounts of research, helping define our global corporate brand identity and establishing a common story for the international business across multiple brands through well articulated mission and vision statements and our company manifesto. Given the company’s editorial strength and focus, expectations were high and Flo showed great creativity, flexibility and attention to detail. I would not hesitate to recommend her.
– Estelle Ayer, Head of Strategy at Condé Nast International
Flo was a delight to work with. She is punctual, communicative and an all-round exciting writer. As well as writing and editing short copy for our brochure, she created longer storied articles which were perceptive, detailed and effervescent. She conducted a very successful interview with a world-renowned interior designer with a friendly and professional manner. I felt relaxed and confident in her abilities and I would highly recommend her.
– Harriet Stallibrass, Andrew Martin International
Flo was an absolute pleasure to work with! She is such a great listener which made communication very easy. She was flexible with comments while still managing to hit the target deadlines! A real gem! Oh, and did we mention she is extremely creative too? We look forward to working with her again soon!
– Damasia Ball and Philippine de Follin, founders of Daphine
Flo was a pleasure to work with and did a wonderful job of creating my artist bio, something that I and many artists struggle with. The process felt collaborative. As a skilled journalist, through a very enjoyable and casual interview, Flo effortlessly ordered my thoughts & selected what was worth mentioning. The result was a succinct bio that felt totally authentic to me in tone and content. I would highly recommend Flo to anyone trying to describe and crystallise their own artist identity into words.
– Ms Ray
Flo is always eager and thoughtful in understanding your brand as you develop your own unique voice. Sharp, practical and creative, she provides you with the necessary tools to express your ideas and values. We highly recommend Flo to any brand looking to advance their brand identity and language.
– Mirsham and Ren, founders of Boserup Jewellery