Soho House
Group copywriter for this portfolio of private members’ clubs, restaurants, hotels, gyms and spas.
Campaigns | Websites | Newsletters | Editorial | Tone of Voice
Soho House is the hangout for global creatives and cool kids from Shoreditch to West Hollywood. A place where the Espresso Martinis are expertly mixed, the rooftop pools are heated to 36°C and where… hang on, was that Steve McQueen who just walked past?
Rethinking websites
The Soho House studio rolled out new websites like a Foxconn assembly line. Fifteen different private members’ clubs. Half a dozen restaurants. A music festival. Even a new furniture store. I supplied the polished copy which captured the creativity and unshowy style of the group’s portfolio.
Restaurant newsletters
As well as redesigning their websites, I produced monthly newsletters for Pizza East, Hoxton Bar & Grill, the Electric in Portobello and High Road Brasserie in West London, collaborating with chefs and restaurant managers, organising events and working on partnerships such as Pizza East x Inherent Vice.
Tone of voice
When you have so many different brands, how do you ensure they all keep to the same script? To simplify things, I put together a tone of voice guide, which was used as a reference for anyone wishing to write for Soho House, whether creating a hotel brochure, a social media post – or that letter to explain why the membership fee has gone up to £2,950.
Slick print
editorial
From Membership books to city guides, Soho House puts out a wide range of print publications. I edited their monthly guide to what was going on around the Houses and contributed features to the quarterly magazine, House, interviewing cocktail wunderkinds Bompas & Parr, dance music floor fillers Basement Jaxx, art world pranksters Elmgreen & Dragset and Airbnb’s big cheese, Brian Chesky.