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

As highly experienced magazine editors with recent successes in the digital space, we are uniquely placed to help brands shape their strategy and tell their story.

Concentrating on our areas of expertise across food, wine, travel, interiors and architecture, we bring 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.

Trudi Jenkins + Karen McCartney


A breadth of editorial expertise, tailored to your brand

Trudi Jenkins

A magazine editor with 20 years’ experience in lifestyle media, Trudi Jenkins is the renowned former editor-in-chief of delicious magazine. She has also edited Vogue Entertaining + Travel, MasterChef Magazine and Sunday Life magazine and, prior to that, was the arts editor of The Sun-Herald.

Trudi’s most recent experience has been in the digital space, and she is currently the digital commerce director of The Store by Fairfax, a new e-commerce venture from Fairfax Media.
She has robust business skills and a profound understanding of what makes a brand successful.

Trudi’s skills encompass e-commerce (particularly marketplace businesses), brand development, product curation, design, content strategy and creation, PR & marketing (traditional & digital) and social media. Her interests and areas of expertise include lifestyle brands, and the food, restaurant, wine and travel industries.


Trudi Jenkins and Karen McCartney from Edit'd

A breadth of editorial expertise

Trudi and Karen are responsible for the launch and development of significant brands across the premium food and lifestyle categories.

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.

Karen has also worked with a number of prestigious agencies and clients including Frost* Collective, coolgrayseven NYC, Colvin Communications and Sydney Living Museums.



Connecting people through our network

Tell your story

As editors of 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 as editors we understand how to tailor the right team to the right client.

Grow your brand

Partner with us 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 business.


We can help you with

  • Brand and content strategy
  • Website, blog and social media content
  • Magazines and publications
  • Content for print media
  • Editorial consultancy

Find out how



Concentrating on our areas of expertise across food, wine, travel, interiors and architecture, we bring an unrivalled combination of editorial know-how and commercial acumen.

Travel Content
Food + Wine Content
Events + Awards
Developing Brands
Architecture Books + Exhibitions
Interiors 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 us

Call Trudi on +61 414 623873 or Karen on +61 413 080778

Email Us