Solving business challenges, one set of copy at a time.

Since 2013, I've written long-form, short-form, and everything in between for outstanding organisations across industries: Web3, fintech, finance, healthcare, fine spirits, you name it. I love the endeavour of building creative solutions to help companies excel and showcase their services to the world.

The best idea always wins, and you know it when you see it.

Donald Draper, Head of Creative and Founding Partner, Sterling Cooper & Partners

Static Ads

Crypto.com • 23 December 2024

Crypto.com Sports Bowl Games Ad

A digital static ad for Crypto.com Sports, the Crypto.com App's CFTC-regulated sports event trading feature for US-based users. It was a tactical effort on the company's PPC channels to capitalise on the NCAA's college football games and drive conversions.

Crypto.com • 15 October 2024

Crypto.com Web Launch Ad

A digital static ad for Crypto.com Web, the web version of the main Crypto.com App. This was an effort on Crypto.com's PPC channels to promote how easy it is for individuals to sign up and start trading, dispelling the impression that the KYC process is lengthy and onerous.

Crypto.com • 10 August 2024

Crypto.com Exchange Low Fees Ad

A digital static ad promoting the Crypto.com Exchange's (Crypto.com's pro-level trading platform) low trading fees. Copy and art work in harmony to deliver the message to viewers, breaking the mold of the usual "fee-focused" ad.

Crypto.com • 30 July 2024

Crypto.com Prime Card Ad

A digital static ad for the Crypto.com Prime Card, a perk of Crypto.com's wealth management programme for high net worth individuals. This ad distinguished the Prime Card from other Crypto.com Cards at the time.

Crypto.com • 15 July 2024

Crypto.com Earn Ad (Let Us Do the Work)

A digital static ad promoting the Crypto.com App's Crypto Earn feature, which lets users earn interest on their holdings. The ad is a juxtaposition of the Sisyphus myth and meme, communicating to viewers that they can rest easy and grow their balances without having to trade.

Crypto.com • 11 July 2024

Strike Options Ad (Upper Hand)

A digital static ad promoting Crypto.com's Strike Options derivatives product on the company's PPC channels. This ad amplified the product's USP in an abstract manner, highlighting how users would always be ahead, whether market conditions were bullish or bearish.

Crypto.com • 30 June 2024

Crypto.com Prime Ad (Legacy)

A digital static ad for Crypto.com Prime, Crypto.com's wealth management programme for high net worth individuals. This ad focused on the personalised services which Prime provides.

Crypto.com • 30 June 2024

Crypto.com Prime Static Ad (Exclusivity)

A digital static ad for Crypto.com Prime, Crypto.com's wealth management programme for high net worth individuals. This ad was part of a pioneering user acquisition for Prime on Crypto.com's PPC channels.

Video Ads

Educational Content (Infographics, One-Pagers, etc.)

Crypto.com • 15 January 2025

Crypto.com Stocks USP Infographic

An infographic crafted for Crypto.com's CRM efforts during the launch of Crypto.com Stocks. This is the company's stock trading service, and this visual-first infographic served to communicate its USPs in a succinct and engaging manner.

Crypto.com • 14 October 2024

Airdrop Arena USP Infographic

An infographic for Crypto.com's CRM efforts. This infographic detailed Airdrop Arena, a Crypto.com App feature released in Q4 2024. It served to educate App users on Airdrop Arena and drive them to try the feature out.

Crypto.com • 30 September 2024

TWAP Introduction Infographic (TWAP vs Recurring Buy)

With the launch of the TWAP order type in the Crypto.com App, it was paramount for us to differentiate this feature and Recurring Buy via an easy-to-understand email infographic for existing users.

2C2P • 15 May 2024

2C2P Airline Controller Solution One-Pager

An engaging and concise brochure crafted for 2C2P's Business Development Team summarising the key benefits of 2C2P's payment solution for airlines.

SingSaver • 15 November 2020

SingSaver Home Insurance Infographic

An infographic for Singapore-based personal finance product comparison platform SingSaver providing a quick and easy-to-read overview of home insurance plans and what they cover.

Long-Form Content (The Serious Stuff)

Antom • 24 July 2024

8 UX tips to improve e-commerce sales

A long-form SEO-optimised article for payment processing services firm Antom, an Ant International brand.

ValueChampion • 3 July 2024

How to Trade the China A50 With City Index For Your Investment Portfolio Exposure

A long-form branded article for CFD broker City Index and published on ValueChampion, a personal finance comparison platform in Singapore.

ValueChampion • 11 April 2024

What’s a Debt Consolidation Plan and Who Needs It?

An SEO-optimised long-form article for personal finance product comparison platform ValueChampion covering the debt consolidation plan, and who would be suitable for this financial product.

Airwallex • 16 October 2023

Guide for Singapore SMEs to send USD internationally

An SEO-optimised long-form article for Airwallex guiding SME owners on the best ways to transfer USD to their overseas vendors and suppliers.

Crypto.com • 26 May 2023

A Short History of Bitcoin’s Price

An SEO-optimised guide to Bitcoin's history posted on Crypto.com University, the educational portal of cryptocurrency firm Crypto.com.

SingSaver • 19 October 2021

Discover What Happens When A Stock Is Delisted From An Exchange

An SEO-optimised long-form article for personal finance product comparison platform SingSaver. It serves as a guide for retail investors to understand what would happen if a stock gets delisted from an exchange.

SingSaver • 27 July 2021

A Complete Guide To Dividend Investing (And The Best Singapore Stocks To Start With)

An SEO-optimised long-form article for personal finance product comparison platform SingSaver which provides a comprehensive guide to the dividend investing strategy. It's also supplemented with a list of several Singapore-listed stocks with the best dividend payouts at the time.

SingSaver • 29 December 2020

Straits Times Index: Top Blue-Chip Companies (And What They Do)

An SEO-optimised long-form feature article for Singapore-based personal finance product comparison firm SingSaver. This piece details the Straits Times Index's top firms while providing several key details for fundamental analysis.

Long-Form Content (More Lighthearted Reads)

twoplus Fertility • 3 August 2022

9 Diseases And Conditions That Affect Female Fertility

An SEO-optimised listicle written for twoplus Fertility, a fast-growing SME in Singapore providing innovative at-home fertility solutions.

Elixir • 17 February 2022

Whisky of the Month: The GlenAllachie 12 Years Old Chinquapin Oak Finish

The final edition of a monthly deep dive I wrote for my personal website covering the whisky industry, Elixir. This article shed more light on The GlenAllachie brand and its '12 Years Old Chinquapin Oak Finish' expression.

Elixir • 15 December 2021

Features: An evening with Johnnie Walker Blue Label’s latest Ghost and Rare bottling

A long-form SEO-optimised article for my website covering the whisky scene in Singapore. I was among a selected group of personalities invited for exclusive dinner commemorating the release of Johnnie Walker's Blue Label Ghost and Rare Pittyvaich bottling.

SingSaver • 26 October 2020

12 Things You Can Buy With The Money Spent On An iPhone 12

A tongue-in-cheek SEO-optimised article for SingSaver riding on the launch of the iPhone 12. It was a fun and localised take on how folks could make better use of their money as opposed to buying an iPhone 12.

YP SG • 13 February 2020

Time’s Up For Singaporean Watches? Far From It

A long-form feature piece for YP SG, the editorial arm of business directory Yellow Pages. I interviewed the founders of various Singapore-based independent watch brands in the Lion City, obtaining a pulse on the scene here.

YP SG • 14 May 2019

It’s Only May, But This Wedding Photography And Videography Studio Already Has A Packed Schedule For 2019

A long-form feature piece for YP SG, the online editorial arm of business directory Yellow Pages. I covered a wedding photography studio named A Merry Moment, started up by couple Leon Huang and Petrina Ng.

Digital Life • 21 January 2015

Lenco BTS-110 Bluetooth Speaker Review

A review of the Lenco BTS-110 bluetooth speaker published in print for the now-defunct Digital Life, the weekly tech supplement of Singapore's national broadsheet The Straits Times.

Digital Life • 12 November 2014

What's In...George Calombaris' Bag

A lighthearted feature piece covering Australian celebrity chef George Calombaris and what he regularly carries around, published in Digital Life, the now-defunct tech supplement of Singapore's national broadsheet The Straits Times.

Social Media Posts

2C2P • 7 August 2024

2C2P LinkedIn Post: Soshinsen at SIGEP and Restaurant Asia 2024

A LinkedIn post detailing 2C2P's softPOS product debuting with its first merchant partner at an industry event.

Electronic Direct Mailers (eDMs)

ANEXT Bank • 22 September 2024

ANEXT Bank eDM: Enable Effortless Transactions With PayNow

An eDM created as part of ANEXT Bank's email journey revamp. Copy was sharper and more concise, providing bite-sized info at a glance to busy business owners.

UI/UX and Web Copy

Crypto.com • 1 March 2023

Crypto.com Exchange Market Maker Programme Landing Page

A landing page for the Crypto.com Exchange's market maker programme - aimed at attracting institutions to sign up and provide liquidity for Crypto.com's pro-level trading platform.

Crypto.com • 15 January 2023

Crypto.com DeFi Wallet NFT Feature Flow

I crafted and refined copy for the UI/UX flow for Crypto.com DeFi Wallet's (now called Crypto.com Onchain) NFT feature, allowing users to hold, send, receive, and trade digital collectibles on Crypto.com's non-custodial wallet product.

More Copy, More Formats

Crypto.com • 1 October 2022

Campaign Communications: Loaded Lions x FIFA World Cup 2022

An end-to-end campaign communications plan crafted in tandem with Crypto.com's Product Marketing and NFT Teams in preparation for football's premier event, and to commemorate Crypto.com being an official sponsor.

ErgoTune • 31 August 2020

ErgoTune Activity Adjustments Booklet

A booklet serving as a visual-heavy user guide for ErgoTune Supreme and ErgoTune Classic owners. It teaches them how their chair could be adjusted for various activities throughout the day.

ErgoTune • 28 August 2020

ErgoTune Key Calibrations Booklet

A visual-forward booklet guiding ErgoTune users through the chair's many adjustment points and how they can fine-tune it to meet their height and distance to their desk, among other considerations.