Words that don't embarrass
the product.

We built Lantern for the part of health finance no-one wanted to own — the bit where the invoice meets the insurance claim, and both sides are pretty sure the other's wrong. We're quiet about the middle.

The brief called for a hero that acknowledged the unglamorous middle of their product without flinching. Paired with the founder's own research data below.

This year the Trust ran twenty-one projects, funded eighty-four artists and, somewhere between the bookkeeping and the weather, put on a show every eleven days of the calendar. None of that happens without a thousand other decisions we didn't get paid for. This report is for the people who made them.

A 400-word foreword for the annual report. Delivered after a 90-minute interview with the outgoing chair. Used in print and online.

Two ingredients, every morning at six, Butter Bread. Sometimes there's a queue, usually there isn't, never a loyalty app. Have a look in on the way to the tube; take one home if the day demands it.

Name, tagline and a short "about" paragraph for a new East London bakery. No rebrand — they asked for a name that suggested a family shop that had always been there. Still on the door, eighteen months later.

We'd rather be underestimated than over-promising. We don't do keynotes, manifestos, or mission statements. We run a room. We're in the business of making sure the right people find each other in it, and the rest is worked out in conversation.

Short voice-and-tone document for a music-industry collective. One paragraph defining position; a page of do/don't phrases; the internal version is four pages longer and more useful to the team.