2.4Arthaos
Content Writer & Strategist [Agency]
Long-form thought leadership for full-service creative agency Arthaos.

Arthaos needed thought leadership that clarified its point of view and strengthened its position within the branding and digital strategy space. I wrote long-form articles that examined emerging trends across Web3, digital marketing and cultural strategy, translating complex ideas into accessible insights for a broad professional audience.

Working closely with the creative and strategy teams, I shaped pieces that blended research, cultural analysis and practical frameworks. The tone balanced clarity with authority, helping articulate Arthaos’ perspectives on how brands can remain relevant as technologies, communities and aesthetic trends evolve.

These articles contributed to Arthaos’ content ecosystem by offering strategic guidance for clients while reinforcing the agency’s intellectual positioning. 





Selected Copy [Can You ‘Vibe Proof’ Your Brand Marketing Strategy?]
The recent online frenzy around the term vibe shift offered a glimpse into why certain styles endure while others dissolve. Popularised by Sean Monahan, “vibe shift” describes the invisible forces that shape a cultural moment—a millennial-friendly way to articulate changes in the zeitgeist.

As conversations spread across social media, it became clear that displays of authenticity now hinge on hyper-specific interests and niche communities. From the fragmentation within Discord to the rapid rise of Web3, audiences are seeking ways to make digital spaces more personal and less predictable than the social structures of Web2.

Trend cycles inevitably return—often with a dose of irony. Monahan’s predicted comeback of early-aughts indie sleaze highlights a renewed appetite for imperfection, individuality and a deliberate collapse of high and low culture. This new sincerity challenges the optimisation-obsessed polish of the last decade, inviting a messier, more expressive form of identity.

Navigating these shifts doesn’t require constant reinvention. Brands that ground themselves in strong values and a clear purpose are far better equipped to evolve with cultural change. Becoming vibe-proof means developing a strategy that can flex with the spirit of the age while staying anchored in what makes the brand distinct.