A words and ideas studio helmed by New York-based Melissa Kenny, tiny gentle wields imagination and cultural chemistry to build and grow brands and audiences.

Agencies had a way of underwhelming me when I worked in-house for brands. They’d pitch works of grandeur, then serve up templatized humdrum.

tiny gentle is committed to actualizing projects of distinction that hark plainly back to a brand’s heredity. The team stretches to include creative directors, designers, talent managers and beyond depending on a project’s breadth and width.

Me on a call with you, on the edge of something poetic.

TONE OF VOICE
VERBAL TAXONOMIES
CONCEPT DEVELOPMENT
CREATIVE DIRECTION
NARRATIVE ADVERTISING
NAMING
TAGLINES
PRODUCT POSITIONING
SOCIAL STRATEGY
CONTENT STRATEGY
OMNICHANNEL COPYWRITING

After graduating in 2012 with a media and communications degree from the University of New South Wales, I got my start in online editorial—before social media’s inflection point—writing about fashion + pop culture.

I learned how to write *fast and funny* at Pedestrian TV—my first job out of university—Australia’s foremost news source for young people. I then sat on the digital team at Oyster Magazine, covering fashion and contributing print features. I made the transition to work in-house at ASOS as Australia’s News & Fashion Editor in 2015, the peak of their command over global ecommerce. From there, I took on a series of contract roles, including Lead Editor at Farfetch where I managed a team of five writers, and contributed to places like Refinery29 and ManRepeller. My longest post was 6 years as ZitSticka’s Creative Director of Copy and Content. I joined as their first hire pre-launch and helped to steer the brand into acquisition—which brings us to here and now.

 I’ve worked:

on preposterous campaign concepts and systematic investor decks / on memorable one-liners and deep-diving think pieces / to sell sunscreen in winter and make email open rates unrecognizable (complimentary) / to grow social accounts from 0 to 250k / for enduring fashion clients and zeitgeist-y CPG start-ups / in-house with brands and at agencies / with teams of smart people in New York, London, and Sydney / against the clock. the room. my way up.