CONTENT & EDITORIAL

Twenty years of editorial work across luxury, culture, wellness, art and design. Good Peoples handles content strategy, editorial direction, copywriting, brand storytelling and market insights & research for clients in the luxury space, as well as local start-ups.

Christina also continues to take editorial commissions for select publications. To discuss a content or editorial commission, get in touch at hello@weareallgoodpeoples.com.

Clients:
Content & Editorial

  • & Co. by Carlyle & Co.
    a+
    Artomity
    Artsy
    Cathay Discovery
    City Magazine
    Cobo Social
    Design Anthology
    Dynasty by China Airlines
    Financial Times
    Gen.T
    Krisflyer by Singapore Airlines
    Mabuhay by Philippine Airlines
    My Place by Pacific Place
    Prestige
    Robb Report
    Sands Style
    Sawasdee by Thai Airways
    Silkroad by DragonAir
    South China Morning Post
    Tatler
    Three
    The New Moon

  • Ascot Chang
    Autopilot
    Bentley
    Carlyle & Co.
    Christian Dior
    DFS
    District15
    Estee Lauder
    Four Seasons Hotels & Resorts
    Fresh
    Hang Lung Properties
    ifc
    I.T
    Kohler
    Lane Crawford
    Langham Hospitality Group
    Louis Vuitton
    MATCHES
    Mandarin Oriental
    Matchali
    New World Development
    OKAY.com
    Pacific Place
    Palace Studios
    Raja Bespoke
    Samsung
    Sisley
    Shanghai Tang
    Soho House
    Thames & Hudson
    The Cakery
    The Future Rocks
    The LOFT Bridal
    The New Moon
    The Wedding Company
    Tod’s
    Van Cleef & Arpels
    WGSN
    Zeva Hair Spa

  • American Club Foundation
    Business of Design Week
    City University of Hong Kong
    London College of Fashion
    World Health Organization

Selected work

  • CONTENT DIRECTOR | 2020-2022

    Developed head-to-toe content proposition for wellness platform, determining overall editorial direction, as well as developing tone of voice, look and feel, editorial & photography budgets, managing team of writers.

  • BEAUTY EDITOR | 2018-2021

    Consulting beauty editor handling editorial features and interviews for the Beauty & Wellness departments. Created concepts & scripts for how-to video tutorials.

  • CONTENT STRATEGY | 2020-2021

    Developed launch-stage content strategy for a lab-grown diamonds luxury marketplace, comprising competitor review and customer deep-dives, along with the creation of content verticals and recommendations on brand voice. Trained in-house editorial team and developed freelance database and style guidelines.

  • LEAD EDITOR & STRATEGIST | 2021

    Created and launched the inaugural Prestige Women of Power collective, putting in place guidelines & objectives for the initiative, pulling together and inviting nominees and candidates, compiling all content for the debut publication and conceptualizing the programme & panel for the launch event.

  • MARKETING & ADVERTISING COPY | 2018-2022

    Creation of copy on a project basis across a number of marketing and advertising touchpoints, including campaign slogans, taglines & ad copy; customer communications; influencer partnership guidelines and more.

  • CONTENT STRATEGY & COPYWRITING | 2021-ONGOING

    Retained content advisor & copywriter, developing tone of voice and brand messaging for the official brand book and website; scripting video content; crafting the launch-stage press release, seasonal collection statements & product descriptions.

  • COMMISSIONED AUTHOR

    Created all copy and captions for a coffee-table book documenting the career of Hong Kong designer Steve Leung, Steve Leung: Designing Asia & Beyond, contextualizing his practice within the Asian architecture landscape of the 1960s until present times.

  • EDITORIAL MANAGEMENT | 2018-2019

    Created line-up and commissioned editorial for seasonal in-house print publication and online magazine, including management of cover and fashion shoots.

  • EDITORIAL DIRECTOR | 2010-2018

    Oversaw editorial, design, marketing & events for Prestige Hong Kong and its associated products, including digital and social outlets and annual publications Lifestyle and Tic Talk.

  • MARKET REPORT

    Research & reporting on Art Basel 2023, compiling “10 Best Booths” and post-event sales-figure report with commentary from industry insiders.

  • TREND REPORT

    Research & reporting on Cosmoprof & Cosmopack beauty sourcing fairs. Created a series of high-level industry intelligence reports, distributed to global industry insiders as a barometer for innovations and shifts in customer preferences, with recommended action points.

  • CO-FOUNDER | 2010-2015

    Co-created and ran one of Hong Kong’s first-ever fashion blogs as an early adopter in the digital & social-media movement. Key milestones include joining the advisory board of Hong Kong’s Social Media Week, hosting the popular annual citywide Hong Kong Fashion Geek Photo Scavenger Hunt, and creating the first fashion warehouse sale mailing list database. Winner of HK Magazine’s Best Fashion Blogger award & quoted as a trend authority in global publications such as Huffpost & Agence France Presse.

  • COPYWRITING | 2007-2011

    Excerpting key astrological predictions for each zodiac animal for use in the brand’s annual Feng Shui diary.

  • CO-FOUNDER | 2021

    Created Hong Kong’s first and only CBD education and content platform, sharing knowledge and infographics on CBD myths and usage, along with reviews of CBD-based treatments & products.

To discuss a content or editorial commission, get in touch at hello@weareallgoodpeoples.com.