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The story so far
From publishing giants like Condé Nast to agile scale-ups including Skin+Me, and global powerhouses such as On, Laura works as a strategic creative partner to build resonant messaging. Her experience spans the full creative spectrum: from OOH conceptual campaigns and brand taglines to multi-platform messaging hierarchies and long-form interviews. Through her cultural insights platform, Niche ID, she has cultivated a network of global industry collaborators, ensuring her work is always grounded in the contemporary cultural landscape.
01. Building Content Strategy
Media roadmaps for conceptual campaigns, and messaging that lands with purpose.
02. Growing Creative Connection
Human-first stories translated into scripts and audio experiences. Building bridges between creators and audiences.
03. Defining Brand Pillars
Leveraging the underlying systems that connect products and services with identities.
Brand Creative Projects
Campaign writing. On Soft Wins 2025
A campaign celebrating alternatives to traditional performance culture. Campaign narratives, CRM and App messaging.
Partnerships. On x PLEASURES x The Loop 2025
A capsule born of running, design and counterculture. Briefing, commissioning, editing stories for community activation in Austin, Texas.
Scripts, storytelling. On Dream Together Films
Collaborating with the women's no.1 tennis player and documentary teams to build athlete interviews and script source material for Paris 2024.
Experiential. On. Guide to Paris, Olympics 2024
Concept and copy for the English/French On Guide to Paris, distributed at key event locations during the Games.
Conceptual campaigns. Skin+Me
Leading copy for the brand's first OOH campaign starring key ambassadors, plus full messaging hierarchy.
Brand pillars, content strategy. Bahe shoes
Working with founders to set brand positioning, and steering Bahe's social voice, growing IG following to over 48k in 18 months.
Partnership marketing. Selfridges x Barbie
External communications and copy for Selfridges special projects and collaborations, plus activations at London Fashion Week.
Partnership marketing. BINIBAMBA
Launch messaging, working directly with founder. Also working exclusively with the brand on partnerships with Bobo Choses and Shrimps.
Editorial messaging. M&S
Multiple editor roles for M&S's Style & Living hub. Engaging audiences with talent and cultural moments through product storytelling.
Campaigns. London Borough of Waltham Forest
Conceptual campaigns and external communications for LBWF during its 2019 tenure as London Borough of Culture.
Niche ID Podcast
Producing and hosting Niche ID Podcast
and Substack Newsletter
Niche ID is an audio and written cultural insights building a community repository for non-linear creative journeys.
Guests include Sibling Studio's Director Lucinda Bounsall, photographer Morgane Bigault, author John Higgs, Isola Press Publisher and Creative Director Max Leonard and more.
Niche ID was featured in Recess Creative Playbook 2026 (p.46) as recommended by Strat Scraps' Alex Morris.
Olivia Wedderburn, Head of Influence at Born Social, says:
“Niche ID feels like you’re eavesdropping on some of the most interesting people on the planet. If you like culture and abstraction, and want to work out how to find your niche, I cannot recommend it enough.”
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