Hi, I’m Alice.
Human storytelling. Nurturing leadership. Commercial common sense. Really good copy. Hands-on craft.
I’ve spent over a decade telling stories – as a journalist, a copywriter and a head of brand. I can make your brand richer in all the right ways.
Urban | Brand strategy, creative direction and tone of voice
Urban | Creative direction, casting and content strategy
Metro | Food editor and restaurant critic
Paperboy | Food editor, editorial commissioning
Dish.co.nz | Website redesign
Gather & Hunt | Events and digital production
Do Good Dating | Co-founder, events and copy
Techweek'18 | Writer & video producer
Urban | Trust and safety, UX writing and content strategy
More work.
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![A woman lying in bed with curly red hair, smiling and holding a yellow and white striped blanket, with a pillow behind her head. Next to her is a pie chart titled '2020 ROUTINES' with sections labeled 'Volunteer,' 'Nest,' 'Sleep,' 'Nourish,' 'Clarify,' and 'Socialise.' The page includes text about developing a sleep routine for 2020.]()
Casper
Urban x Casper wellness routines partnership.
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![Klarna]()
Klarna
Workplace wellbeing case studies for Urban’s B2B audience.
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![A folded travel brochure and several smaller brochures on a white surface against a white brick wall. The brochure features text and images about various local businesses and attractions.]()
Gather & Hunt
Produced and sold ad space in a series of physical guides to Auckland’s suburbs.
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![Bottle of cucumber mojito bubble shower bath wash with a green label]()
Douse & Co
Product and brand copywriting for this New Zealand bubble bath range.
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![A small green corrugated metal hut with white-framed windows and a door, situated in a rural setting with trees and grass.]()
Plum Guide
Copywriting for this luxury holiday home guide.
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![Open magazine showing pages with images of food and drinks, including pizza, sandwiches, cocktails, and salads, on a plain white surface with shadows.]()
Coca-Cola
Food styling and copy for Paperboy advertorial.
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![Newspaper article titled "Luxury boutique hotel Sofitel Wellington reopens after 10 month revamp," with images of hotel interiors, a plated dish with wine glasses, artwork of butterflies and plants, and text describing hotel features and amenities.]()
Sofitel
Advertorial copy for Sofitel’s Wellington revamp.
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![An advertisement with a yellow background featuring a man with curly dark hair wearing a blue shirt. The ad promotes Urban app for at-home massage, osteopathy, facials, and nails, mentioning Clive's positive mood with a 11/10 rating.]()
Tube campaign - Urban
Copy for Urban’s 2019 Tube campaign.
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![A digital advertisement in a train station for massage services, featuring a close-up of a person getting a massage on their back with a focus on kneading, along with a yellow button labeled 'Book a massage at home,' and text highlighting discounts and app store icons.]()
Urban
National Rail out of home campaign 2025
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![A person receiving a massage, lying face down on a massage table with a towel covering their lower body, while another person gives a massage on their back in a room with green plants and natural light.]()
Tube campaign
Copywriting for Urban’s 2021 Tube campaign ads within carriages.
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![People walking through a busy train station with a large digital timetable display and advertisements, including a prominent vertical digital billboard for a massage service.]()
Urban
Digital billboards 2025
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![A collage of smartphone screens displaying a mobile app interface, including booking options, upcoming appointments, account balance, and an advertisement for skills sharpening courses.]()
Urban Pro
App redesign
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![Screenshot of a webpage titled 'Why robots will grow your fruit in the future' from a website about innovative tech solutions for agriculture, featuring at the top a pink-tinted group photo of three people in a greenhouse, and below a video thumbnail of a man in a tech workshop surrounded by machinery.]()
Techweek NZ
Research, storyboarding, scripting and shooting case studies for NZ’s national tech fest.
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Metro Magazine - Cheap Eats feature
One of many regular restaurant features I wrote in my time as Food Editor.
In the press.
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![Profile in REMIX magazine]()
Remix magazine
Profiled in the summer happiness edition alongside fellow Do Good Dating co-founder Fiona Kerr.
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![A web page from StopPress NZ featuring an article titled 'Do Good Dating, not swiping: young Auckland trio launch a unique matchmaking site' published on June 19, 2015, with a photo of three young adults holding bouquets of flowers, standing against different backgrounds.]()
Stoppress
News article on the launch of Do Good Dating.
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![A black and white photograph of eight women walking on a city sidewalk, dressed in stylish casual clothing, with buildings and cars in the background, overlaid with elegant cursive text that reads 'Young Upstarts'.]()
Idealog magazine
Featured alongside fellow digital founders on the rise of the content economy.
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![Three people standing outdoors in front of a green hedge, posing for a photo. The person in the middle is holding a bouquet of yellow and white flowers. The person on the left has long red hair and is wearing a yellow sweater. The person on the right has long brown hair and is wearing a white lace top. The person in the middle is wearing a black cap, a blue jacket, and is smiling.]()
New Zealand Herald
Featured alongside co-founders in a news article on the launch of our charity match-making venture, Do Good Dating.
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![Photo of Alice Harbourne and Simon Wilson seated at a table in a restaurant with warm lighting, brick walls, and shelves with kitchenware in the background.]()
New Zealand Herald
Press for Metro 2016’s Restaurant of the Year awards.
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![A newspaper page featuring an article titled 'Monetising online content.' There is a color photo of two women smiling, identified as Courteney Peters and Alice Harbourne, positioned on the right side of the article.]()
Idealog magazine
Featured in Rebekah White’s feature on revenue streams for digital startups.
“Alice has incredible creative direction abilities which make work super harmonious. It’s rare to work with such a clear communicator who possesses such a helpful and relaxed vibe, day in day out.”
Katie Scanlon, graphic designer