Stories That Bring People Together

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My work ranged from writing for customer and staff magazines, marketing materials and other publications to editorial features, original story concepts and press relations. I began in Ticino and later worked in Zurich, across several Coop shopping centres and on projects that were also adapted for other regions of Switzerland.

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Many campaigns, competitions and interactive projects were developed for use across different Coop locations. This involved more than translating the content from one language to another: each project had to retain its identity while finding the right voice for a new place and audience. Tone, rhythm and language could change without losing the strength or coherence of the underlying story.

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For competitions, interactive experiences and cultural initiatives, I wrote original stories and developed narrative concepts. One of these was The Dragon and the Treasure Island (2022), created for a large-scale treasure hunt and a national writing competition.

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Alongside this, I handled press relations, identifying stories within ongoing projects, writing press releases and articles, liaising directly with editorial teams and seeing coverage through to publication.

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Whether through writing, storytelling, translation or media relations, the underlying purpose remained the same: to give each project a distinctive voice that could reach beyond a single campaign and resonate with its audience.

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