When people ask me what I do, the answer has never been straightforward.

I’ve written for architects and I’ve written for brands. I’ve drafted press releases, developed strategies, pitched stories, built social media calendars, run campaigns, and edited someone’s tagline late at night. I’ve worked with institutions, small firms, solo founders, and cross-disciplinary teams.

All of it falls under one umbrella — communications.
But the journey here? It’s been a story of learning how to listen first, and write later.

From Architecture to Analysis — and Beyond

While studying architecture, I enjoyed the analytical side of things — site studies, scrutiny, drawing conclusions — far more than designing itself. I was more interested in understanding context and meaning than visualising form.
Looking back, maybe that’s what nudged me toward communication: the need to make sense of things, to interpret, to convey.

Still, after completing my degree, I felt unsure. Architecture didn’t feel like the space I truly belonged in. I began preparing for the civil services — driven by a desire to serve society in a meaningful way. I believed I wasn’t cut out for designing buildings, but maybe I could help build systems.

I gave two serious attempts at the exam. I didn’t clear.

What I did discover, though, was a different kind of voice.

The First Words of a New Path

It began with writing. First, my own thoughts — on why we need more architects in public administration. Then came an internship with Rethinking the Future, which opened the door to architectural writing in a more structured way.
I started writing for different architectural firms and platforms, helping them express their ideas better.

What began as content slowly became communication. And that’s where I found something I truly enjoyed.

I started working with brands and individuals, taking on more than just writing — handling brand strategy, PR, storytelling, campaign planning. I was beginning to understand how people think, why they do what they do, and the challenges they face when trying to tell their story.

And more than anything, I realised — this is what I love.

The Work I’ve Done — And the Work It’s Done on Me

In the last few years, I’ve shaped content for design firms, arts institutions, real estate developers, and purpose-driven businesses.
I’ve helped clients find the right words, and sometimes, the right questions.

From building brand voices to planning outreach strategies, I’ve been involved in work that sits at the intersection of clarity, creativity, and empathy.
And it’s made me more intentional — not just in what I do, but in how I understand the world.

What I’ve Learned (So Far)

• Good communication is never just about clarity. It’s about context, care, and timing.
• Tone matters more than you think. It’s the difference between being understood and being remembered.
• No two clients are ever the same. Which means no two solutions should be either.
• People don’t always know what they want to say. That’s okay. Listening is half the job.
• Honest storytelling matters. Even if it’s just an inch of thought at a time.

Now It’s My Turn

I’ve spent the last few years helping others tell their story. Now it feels like the right time to start sharing mine.

This blog is a window into how I think — and what I’ve picked up along the way. About people, purpose, and the power of well-chosen words.
It’s not the full picture, just a glimpse. But sometimes, a glimpse is enough to start a conversation.

Because words don’t just describe what we do.
They shape what we become.