About

I'm a content designer. I've spent the last decade working on UK government content, both digital services and static guidance.

I started at the Office of the Public Guardian on Lasting Power of Attorney, a GDS exemplar and one of the first services to meet the GDS service standard. Then GDS proper, where I worked on passport renewals, Mainstream guidance (tax in particular) and government as a platform. Then three years on Universal Credit, the government's largest digital service. Then back to GDS for Brexit and the pandemic. Right now I'm at Defra working on packaging regulations.

Basically I'm very used to complicated content with large-scale real world consequences.

Why AI?

I've been playing with language models since GPT-2. I've trained poetry models, set up local llamas and kept an eye on developments. It's served me well when I've had to review bad AI content pitches over the last couple of years - thin wrappers around mid models.

There's been a lot of snake-oil, and I've generally thought 'faster than me but not better than me'. But I saw the useful tools, like Google Notebook LLM, early. With Claude 4.5 and Claude Code, I think we're really turning a corner so I'm making a little more noise. What will help us do good work?

Background

I studied English at Oxford (first, then a doctorate), so I've got strong research skills. I can still read a lot, quickly, and find the racing line.

Before government I did various things: academic work, writing, editing. The details don't matter much now.

This site

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Source on GitHub.

I chose the name - Immram content - years ago because a Paul Muldoon book was lying beside me and it seemed like something other people wouldn't call their company. Anyway, the immrama are Old Irish voyage tales, magical trips to an otherworld like Tír na nÓg with some strange stops along the way. I've got attached to the name. Once it seemed funny-ironic, 'the magical world of packaging legislation' etc etc. Now? AI sometimes can make me feel like I'm meeting the good neighbours.