I’m Em, a freelance writer and creative working at the intersection of nature, culture and climate, with a focus on storytelling and communications for brands, organisations and projects who don’t believe in business as usual.
I believe in the kind of communication that shifts perspectives, creates connection and makes new ways of thinking feel possible — the kind we need in a world bound by ecological limits, shaping better stories about what we value, what we consume, and the future we want to build.
With a background in marketing strategy and creative copywriting at VMLY&R, my freelance work now spans copy, editorial, visual content and long-form writing, working with people who are guided by conscience and willing to lead from the front — helping them communicate ideas that might change how we move, travel, explore, create and connect.
Because there are better ways of doing things. And there are people already doing them.
We just don’t talk about it enough.
I write No Bad Weather, a Substack newsletter and project on the environmental impact of the outdoor industry. The real impact. It’s a space to question why we’re still prioritising performance over planet, and what the presence of PFAS in waterproofing technology means for our health. What the deal is with the textile industry’s addiction to fossil fuels, and the true cost of a neoprene wetsuit.
The work I do is the result of a life lived on the line between land and water, and when I’m not typing away, you’ll find me obsessing over micro-plastics or access to blue spaces, perfecting my van-life coffee routine, or in the sea — preferably if it’s cold.
Catch me on Instagram→