Published Writing

Protein: ‘Content meets Commerce’

I recently started working on a semi-regular basis with Protein, a great branding/trend-forecasting agency based in London and New York. I’ll be working on a mixture of trend-forecasting observations/features and profiles of creative-minded folk who are pushing boundaries in / being disruptive in their respective industries.

Funnily enough, the first piece to go live was built around an interview with another client – the founders of It was a little strange to actually be interviewing Georgie and Michelle themselves, rather than on behalf of them…

The title that the piece was given is a little dry but hopefully the content itself is a little more interesting: it focuses on the evolution of content-driven commerce and the role of ‘influencers’, from basic ‘shop the look’ to the increasingly immersive worlds that platforms such as semaine are building.

Read the feature here.

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