Creative strategy, original content
and design for premium brands


Welcome to Edit’d

We identify your brand voice,
create your content plan and
share your story
in the way that resonates best
with your audience


Creative content is what we know

Highly experienced in print editorial, with recent successes in the digital space, Edit’d is uniquely placed to help brands shape their strategy and tell their story.

Concentrating on the areas of expertise across interiors and architecture, homewares, retail and art Edit’d brings an unrivalled combination of editorial know-how and commercial acumen.

We understand deeply the value of content – both written and visual – and the mechanics of the media landscape. In today’s fast-moving and competitive world we take an honest and straightforward approach to defining your brand and helping it grow.

Karen McCartney


'Masetti House in Sao Paolo, by Paulo Mendes da Rocha, photographed by Richard Powers for 'Superhouse - architecture and interiors beyond the everyday'


A breadth of editorial expertise, tailored to your brand

Karen McCartney

Karen McCartney is best known for her work in the world of interiors, architecture, design and home wares across print media (editing marie claire lifestyle and Inside Out magazines) and more recently as the editorial director of Temple & Webster, driving their award-winning blog.

As editorial director (lifestyle) of News Corp Australia she led a major initiative to increase the appeal to female audiences, across all brands and content, spearheading the digital play for body+soul, a website to complement the successful health and wellbeing brand.

In tandem Karen has written several architecture books (Iconic Australian Houses and Superhouse), which have been translated into successful exhibitions shown at the Museum of Sydney. Her book Perfect Imperfect is in its third print run.

Karen McCartney, Edit'd Director

Karen has also worked with a number of prestigious agencies and clients including Frost* Collective, coolgrayseven NYC, Colvin Communications, Sydney Living Museums, Robert Plumb, Spence & Lyda, Daniel Boddam, Rob Mills Architects & Interiors, Boffi,and De Padova.

She is currently Belle’s architecture editor and is producing a book in collaboration with Bauer Books, a book with celebrated landscape designer William Dangar in conjunction with Murdoch Books and her own interior’s book due out in 2018.

Karen has a weekly design column in Good Weekend in the Sydney Morning Herald and in Melbourne’s The Age.

Books by Karen McCartney

Connecting people through our network

Tell your story

With a strong background in lifestyle content we understand the consumer as much as we know how to unlock the stories within your brand. We know what matters to your audience, what they care about and what engages them. We will craft original content that shines a light on your brand.

Access our talent

Not only do we have access to Australia’s best creative talent, across a network of writers, photographers, stylists, web designers and videographers, but we understand how to tailor the right team to the right client and budget.

Grow your brand

Partner with Edit’d and we can collaborate to bring people closer to your brand. We will develop your strategy, engage your target audience and increase your brand awareness in the way that works best for your personality and your business.


We can help you with

  • Brand and content strategy
  • Website, blog and social media content
  • Brochures and catalogues
  • Magazine development
  • Collaborative books

Find out how



Concentrating on our areas of expertise across interiors and architecture, design retail, books and exhibitions, Edit’d brings an unrivalled combination of editorial know-how and commercial acumen.

Creative Direction
Collaborative Books
Brand Development
Magazine Content
Editorial Consultancy
Brochures + Catalogues
Exhibition Curation
Website Content

What we will do

We need to understand your business from the ground up: your objectives, your ambitions and any pain points.
Following the discovery session, we will workshop your brand and present our creative ideas and strategic solutions for your approval.
The next step is to access our talent base and engage the right team for both your brand and the project.
As befits our experience, all material will go through our editorial filter to make sure the brief and outcomes are aligned and that we deliver what we promised.
The final step is to find the optimum mix of channels to share your story effectively and extend its reach to gain maximum exposure to the right people.

What inspires us

Talk to Edit’d

Call Karen on +61 413 080778