HELLO

Why,

there!

I’m Jas, a Lead Content Designer

Smiling man with dark hair and beard taking a selfie, wearing a navy blue sweatshirt, in an indoor setting with blurred background.
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Lead UX Content Designer. Strategy-minded. Outcomes-obsessed.

Fond of a well-named Figma file

About me

Animated man with dark hair, beard, and mustache smiling in a cozy indoor setting with hanging lights and large windows.

From Wordsmith to Strategy Partner

I started as a content designer with a passion for clarity. Fast-forward 12+ years, and I’m leading content strategy across teams, shaping tone at scale, mentoring others, and embedding content thinking deep into product development.

I’ve worked across telecom, agencies and non-profit spaces, always with the same goal: make content work harder, so users don’t have to.

I’ve written microcopy that made someone smile. I’ve negotiated tone with compliance teams (and won). It’s all part of the work.

Who I’ve worked with

Logo of the Creative Impact Club with bold black and white text on an orange and yellow gradient background.
GIPGAF
Black background with white text that reads 'Content Design London'.
Logo with a circular blue icon containing a stylized lowercase letter 'i' and 'd' inside, with the word 'indzine' below in lowercase gray letters.
Black text 'OLIVER' on a white background.

What folks are saying

  • Anood Al-Samerai

    "I was impressed with how quickly Jas was able to understand our organisation's challenges and help solve them through a strategic and collaborative approach."

    CEO, Community Southwark

    Anood Al-Samerai

  • Annie Ly

    "It's rare to find team members like Jas that can operate and adapt, whilst bringing his UX and product expertise to the table."

    Impact Lead, Creative Impact Club

    Annie Ly

  • Ash Schofield

    "A real asset to our team with great contributions to enhance the giffgaff user experience"

    CEO, giffgaff

    Ash Schofield

  • Steve James

    "A productive & talented content manager. Jas can manage demand from all corners of the business."

    Head of E-commerce, giffgaff

    Steve James

  • Riaz Ali

    “Jas cares very deeply about great experiences, inclusive design and high quality copy.”

    Head of BI & Optimisation, giffgaff

    Riaz Ali

  • Eduarda Mendes Rodrigues

    "Data Science, Content & UX have been intertwined, from exploring UX to shaping the product strategy."

    Head of Data Science & Engineering, giffgaff

    Eduarda Mendes Rodrigues

  • Allie Lawrence

    "He takes initiative, solves problems, and works well independently or with teams."

    Director, Global Brand Strategy, Hyster-Yale

    Allie Lawrence

Case studies

Content work that made a difference, for users, teams, and the business. From £2.9M revenue lifts to scalable tone systems, here’s how I did it.

Poster titled 'Content Design Principles' with four columns labeled Friendly, Clear, Simple, and Fun. Each column contains an icon and a brief description: Friendly has an icon of three people and text about being happy and friendly; Clear has overlapping circles icon and text about understanding with clear language; Simple has a target icon and text about using short sentences; Fun has a thumbs-up icon and text about making members smile.

Maturing Content Design

A computer screen and a smartphone displaying the giffgaff website, featuring options to order or activate a SIM card, with menu details and a yellow banner promoting mobile data plans.

Navigation,
Refined

Screenshot of a promotional email from giffgaff, a mobile network provider, highlighting sharing benefits like payback points, free calls, and flexible plans, with buttons for more info and ordering SIMs.

Boosting Email
Referrals

London Content Design Meet ups

A community built on sharing

I co-founded and host London’s Content Design Meet-ups—a space where 400+ UX and content professionals connect, collaborate, and learn from each other. Every session is about practical insights, honest conversations, and building a stronger content community.

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My blog

Thoughts on content, clarity, and scaling good practice. Strategy, systems, and lessons learned from the messy middle of UX.

Hero image for blog titles 'The 4 superpowers of a content designer'

NEW

The 4 superpowers of a content designer

Hero image for blog titled 'SEO vs GEO'

SEO vs. GEO

Hero image for blog titled 'Rethinking the title of content design'

Is it time to rethink the
title of content designer?

Let’s connect

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