I've spent over seven years moving between the strategic and the very practical, shaping how an organisation talks about itself, then making sure that story still holds up once it reaches different offices, languages and a dozen shifting priorities.
The questions that guide the work stay the same regardless of the project: does this serve a real objective? Will it still make sense once it reaches the last person in the chain? Is this something that scales, or something that will need rebuilding the moment priorities shift again?
The challenge is rarely defining communication. It is making it real, consistently, at every level of the organisation.
Relevance and clarity over quantity. Less content, better placed
Deciding what to say, cut or postpone when priorities shift faster than the calendar allows
The same tone and weight, no matter which language it lands in
What works once becomes a template, not something rebuilt from zero every time
Open to the right conversations around communication, brand and content.
