Hi, I’m Julia —
a writer and creative based in New York
I trained as a journalist, which means I learned early how to find the story worth telling and disappear into it completely. That instinct followed me into brand work, where I've spent the last several years finding the sentence a brand can own and building the world around it.
Currently, I'm the Senior Brand Copywriter at Huel, a global brand making functional nutrition feel like something worth wanting. My editorial byline has appeared in New York Magazine, The Cut, Byline, Food & Wine, Grub Street, and more. My brand work spans voice, campaign, audio, and film.
Previously, I was at Vox Creative, New York Magazine, and Food52.
How I work
I start by reading everything — the brand, the brief, the cultural moment around it. I don't write until I understand what a brand is trying to protect, not just what it's trying to say. The work that lasts is usually the work that sounds inevitable in retrospect.
The question I always ask:
What would this brand say if it wasn't trying to sell anything?
The thing I can't turn off:
Noticing when language is doing the work and when it's just filling space.