TOV: Human, straightforward, and the right amount of warmth.

Mission: Make money easier for everyone to understand.

And a bit of spiel about my time in the clouds of Canary Wharf: I had a chat with a someone I have a lot of respect for in the copywriting world when I wasn’t sure about leaving Sky.

Their advice was ‘Barclays. Don’t do it.’

And, for some inexplicable reason, I ignored him. I learnt a lot of proper writery things (split infinitives, anyone?) and got an even better sense of when to push back and when to let things go (read: got a witch on Fiverr to place a hex on the Legal department).

But the main thing was not letting the cold steel and concrete of A Big Bank dull my shine. Oh, and dodging quarter-zip jumpers and a coke habit.