SPACELING is an early-stage social platform built around a different vision for social media: one that puts wellbeing, safety, privacy, and user control at its centre.
As Chief Communications Officer, I’ve helped develop and apply SPACELING’s written voice from its earliest stages, across public-facing content, thought leadership, investor communications, user onboarding and support, FAQs, team profiles, and policy documentation.
The challenge has been less about making everything sound the same, and more about making sure everything still sounds like SPACELING — even when the audience, purpose, and level of formality change.
Finding the right register
SPACELING’s underlying personality is human, welcoming, and transparent. But that doesn’t mean every piece of communication should sound chatty.
For LinkedIn thought leadership, I’ve developed a more considered, research-led register, using data, authoritative sources, and careful language to establish credibility with professional and investor audiences while retaining the brand’s approachable character.
For the public website, the voice becomes more accessible and inviting, helping an unfamiliar proposition feel approachable while still communicating a complex product and its wider mission.
I’ve also written the profiles for SPACELING’s founding team, turning varied professional backgrounds into a consistent set of bios while retaining enough individuality that the people behind the company still feel like people, rather than a collection of corporate biographies.
Voice has to work when things get difficult, too
Alongside the public-facing work, I’ve developed customer onboarding and support communications, Help Centre content, moderation policies and decision frameworks, and other investor and stakeholder communications.
These aren’t public examples because they’re covered by confidentiality agreements, but they’re an important part of the work.
A user asking a straightforward question needs clarity and warmth. Someone frustrated with an early-stage product needs empathy without defensiveness. A policy needs to be precise and unambiguous. An investor needs confidence that the business understands its market.
The underlying brand doesn’t change. The way it speaks does.
Selected public work
Thought leadership
Research-led LinkedIn articles exploring misinformation, content moderation, and platform accountability, using evidence and expert sources to establish authority without losing SPACELING’s approachable character.
- The Rise and Spread of Fake News on Social Media
- Moderation vs Freedom: Do Social Media Platforms Do Enough to Protect…?
- Meta Trial: Signalling a New Phase in Platform Accountability
Public-facing copy designed to explain an unfamiliar product, communicate its mission, and make joining the SPACELING community feel exciting and accessible.
Founding team profiles
A consistent editorial treatment across a diverse team, translating varied professional backgrounds into credible, readable profiles while retaining individual expertise and personality.
What this demonstrates
Brand voice development
Establishing a written personality for an emerging brand.
Audience adaptation
Changing register, vocabulary, depth, and emphasis without losing the underlying voice.
Editorial judgement
Knowing when personality should lead — and when clarity, sensitivity, or precision should take priority.