jd shadel
✦ Stories + strategies
✦ writer + strategist
✦ writer + strategist
✦ Tech + lifestyle
✦ Tech + lifestyle
✦ Tech + lifestyle
jd shadel
jd shadel
✦ WRITER + STRATEGIST
✦ WRITER + STRATEGIST
✦ TECH + LIFESTYLE
✦ TECH + LIFESTYLE
✦ CEO OF
✦ CEO OF
INTRO
INTRO
INTRO
INTRO
INTRO
✦ JD IS A SOMETIMES AWARD-WINNING EDITORIAL LEADER AND WRITER
✦ JD IS A SOMETIMES AWARD-WINNING EDITORIAL LEADER AND WRITER
✦ JD IS A SOMETIMES AWARD-WINNING EDITORIAL LEADER AND WRITER
Reporting to you live
from where the online
and the real world blur
Reporting to you live from where the online
and the real world blur
Reporting to you live from where the online
and the real world blur
Reporting to you live from where the online and the real world blur
Reporting to you live from where the online
and the real world blur
Howdy, I’m JD Shadel. You might know me from my byline in the press or my behind the scenes strategy work. Recently, I launched ESC KEY .CO, a new media outlet for our weird era. Hit subscribe.
Howdy, I’m JD Shadel. You might know me from my byline in the press or my behind the scenes strategy work. Recently, I launched ESC KEY .CO, a new media outlet for our weird era. Hit subscribe.
Howdy, I’m JD Shadel. You might know me from my byline in the press or my behind the scenes strategy work. Recently, I launched ESC KEY .CO, a new media outlet for our weird era. Hit subscribe.
Howdy, I’m JD Shadel. You might know me from my byline in the press or my behind the scenes strategy work. Recently, I launched ESC KEY .CO, a new media outlet for our weird era. Hit subscribe.
✉️ Get the free ESC KEY .CO newsletter for my latest writing.
✉️ Get the free ESC KEY .CO newsletter for my latest writing.
✉️ Get the free ESC KEY .CO newsletter for my latest writing.
✉️ Get the free ESC KEY .CO newsletter for my latest writing.
✉️ Get the free ESC KEY .CO newsletter for my latest writing.
Howdy, I’m JD Shadel. You might know me from my byline in the press or my behind the scenes strategy work. Recently, I launched ESC KEY .CO, a new media outlet for our weird era. Hit subscribe.
COLUMN
FUTURE OF TRAVEL
CONDÉ NAST TRAVELER
CONDÉ NAST TRAVELER
“Writing about the future often fails to ask questions like, whose future are we really talking about?”
“Writing about the future often fails to ask questions like, whose future are we really talking about?”
Since early 2023, I’ve written the Future of Travel column for Condé Nast Traveler. We’ve covered everything from the seemingly absurd (space hotels for the ultra rich!) and trendy (say, #BookTok’s impact on travel, as I covered in the 2025 trend report) to excursion train travel’s new golden era and how dating apps change the way we travel (it’s, well, complicated).
Since early 2023, I’ve written the Future of Travel column. We’ve covered everything from the seemingly absurd (space hotels for the ultra rich!) and trendy (say, #BookTok’s impact on travel, as I covered in the 2025 trend report) to excursion train travel’s new golden era and how dating apps change the way we travel (it’s complicated).
NEWSLETTER
NEWSLETTER
ESC KEY .CO
Internet break your brain, too?
ESC KEY .CO is the newsletter for you.
Internet break your brain, too?
ESC KEY .CO is the newsletter for you.
Maybe this sounds familiar: You awake already tired. You grab your phone, open Slack. You wonder, is this where these millions of years of evolution have led us? If you can’t quite, well, escape the internet, then you should check out ESC KEY .CO, a new media outlet and editorial consultancy I've recently launched to help us make some collective sense of the tech hype and this mess of modern life.
STRATEGY
STRATEGY
GOOD ON YOU
The tech platform rating fashion and beauty brands on their environmental and social impacts
The tech platform rating fashion and beauty brands on their environmental and social impacts
As editor-at-large at Good On You, I dig into the largest database of brand sustainability ratings to launch reports earning coverage everywhere from the Financial Times to Vogue Business. Working with leading journalists and the likes of Emma Watson, I’ve led projects such as the annual COP report on fashion climate (in)action and 2024’s headline-grabbing Beauty Sustainability Scorecard.
As editor-at-large at Good On You, I dig into the largest database of brand sustainability ratings to launch reports earning coverage everywhere from the Financial Times to Vogue Business. Working with leading journalists and folks like Emma Watson, I’ve led the annual COP report on fashion climate inaction and the 2024 launch of the Beauty Sustainability Scorecard, to name a few.
NEWSLETTER
ESC KEY .CO
Internet break your brain, too? ESC KEY .CO is the newsletter for you.
Maybe this sounds familiar: You awake already tired. You grab your phone, open Slack. You wonder, is this where these millions of years of evolution have led us? If you can’t quite, well, escape the internet, then you should check out ESC KEY .CO, a new media outlet and editorial consultancy I've recently launched to help us make some collective sense of the tech hype and this mess of modern life.
FUTURE OF TRAVEL
CONDÉ NAST TRAVELER
“Writing about the future often fails to ask questions like, whose future are we really talking about?”
Since early 2023, I’ve written the Future of Travel column. We’ve covered everything from the seemingly absurd (space hotels for the ultra rich!) and trendy (say, #BookTok’s impact on travel, as I covered in the 2025 trend report) to excursion train travel’s new golden era and how dating apps change the way we travel (it’s, well, complicated).
STRATEGY
GOOD ON YOU
The tech platform rating fashion and beauty brands on their environmental and social impacts
As editor-at-large at Good On You, I dig into the largest database of brand sustainability ratings to launch reports earning coverage everywhere from the Financial Times to Vogue Business. Working with leading journalists and the likes of Emma Watson, I’ve led projects such as the annual COP report on fashion climate (in)action and 2024’s headline-grabbing Beauty Sustainability Scorecard.
FUTURE OF TRAVEL
FUTURE OF TRAVEL
FUTURE OF TRAVEL
CONDÉ NAST TRAVELER
CONDÉ NAST TRAVELER
“Writing about the future often fails to ask questions like, whose future are we really talking about?”
“Writing about the future often fails to ask questions like, whose future are we really talking about?”
“Writing about the future often fails to ask questions like, whose future are we really talking about?”
In early 2023, I began writing the Future of Travel column for Condé Nast Traveler, aiming to go beyond the hype and behind the scenes of trends re-shaping the world around us.
Since early 2023, I’ve written the Future of Travel column. We’ve covered everything from the seemingly absurd (space hotels for the ultra rich!) and trendy (say, #BookTok’s impact on travel, as I covered in the 2025 trend report) to excursion train travel’s new golden era and how dating apps change the way we travel (it’s complicated).
Since early 2023, I’ve written the Future of Travel column. We’ve covered everything from the seemingly absurd (space hotels for the ultra rich!) and trendy (say, #BookTok’s impact on travel, as I covered in the 2025 trend report) to excursion train travel’s new golden era and how dating apps change the way we travel (it’s, well, complicated).
FUTURE OF TRAVEL
NEWSLETTER
NEWSLETTER
BBC WORKLIFE
ESC KEY .CO
ESC KEY .CO
“Just like Twitter but worse … a lot worse.”
Internet break your brain, too?
ESC KEY .CO is the newsletter for you.
Internet break your brain, too?
ESC KEY .CO is the newsletter for you.
Opening with the story of a non-developer who created a Twitter knockoff without writing code, this future of work feature charts the rise of "no code" platforms, profiling founders in the growing sector.
Maybe this sounds familiar: You awake already tired. You grab your phone, open Slack. You wonder, is this where these millions of years of evolution have led us? If you can’t quite, well, escape the internet, then you should check out ESC KEY .CO, a new media outlet and editorial consultancy I've recently launched to help us make some collective sense of the tech hype and this mess of modern life.
Maybe this sounds familiar: You awake already tired. You grab your phone, open Slack. You wonder, is this where these millions of years of evolution have led us? If you can’t quite, well, escape the internet, then you should check out ESC KEY .CO, a new media outlet and editorial consultancy I've recently launched to help us make some collective sense of the tech hype and this mess of modern life.
FUTURE OF TRAVEL
STRATEGY
STRATEGY
GOOD ON YOU x FARFETCH
GOOD ON YOU
GOOD ON YOU
UX writing for an app helping fashion brands be more transparent
The tech platform rating fashion and beauty brands on their environmental and social impacts
The tech platform rating fashion and beauty brands on their environmental and social impacts
Brand ratings platform Good On You teamed up with FARFETCH to launch a first-of-its-kind SAAS tool, Good Measures, to help fashion brands improve their sustainability. I consulted on UX copy and communications.
As editor-at-large at Good On You, I dig into the largest database of brand sustainability ratings to launch reports earning coverage everywhere from the Financial Times to Vogue Business. Working with leading journalists and the likes of Emma Watson, I’ve led the annual COP report on fashion climate (in)action and the Beauty Sustainability Scorecard, to name a few.
As editor-at-large at Good On You, I dig into the largest database of brand sustainability ratings to launch reports earning coverage everywhere from the Financial Times to Vogue Business. Working with leading journalists and the likes of Emma Watson, I’ve led the annual COP report on fashion climate (in)action and the Beauty Sustainability Scorecard, to name a few.
CLIENTS
CLIENTS
CLIENTS
CLIENTS
CLIENTS
✦ HERE ARE A FEW NICE THINGS CLIENTS SAY — AND, WELL, A COUPLE FURBIES
✦ HERE ARE A FEW NICE THINGS CLIENTS SAY — AND, WELL, A COUPLE FURBIES
✦ HERE ARE A FEW NICE THINGS CLIENTS SAY — AND, WELL, A COUPLE FURBIES
EDITORIAL
EDITORIAL
EDITORIAL
EDITORIAL
EDITORIAL
Condé Nast Traveler
Condé Nast Traveler
Condé Nast Traveler
Condé Nast Traveler
The Washington Post
The Washington Post
The Washington Post
The Washington Post
Them
Them
Them
Them
BBC Worklife
BBC Worklife
BBC Worklife
BBC Worklife
VICE
VICE
VICE
VICE
Bloomberg CityLab
Bloomberg CityLab
Bloomberg CityLab
Bloomberg CityLab
Fodor’s Travel
Fodor’s Travel
Fodor’s Travel
Fodor’s Travel
+ more
+ more
+ more
+ more
COMMERCIAL
COMMERCIAL
COMMERCIAL
COMMERCIAL
COMMERCIAL
Good On You
Good On You
Good On You
Good On You
Travel Oregon
Travel Oregon
Travel Oregon
Travel Oregon
Airbnb
Airbnb
Airbnb
Airbnb
PDX
PDX
PDX
PDX
Adidas
Adidas
Adidas
Adidas
FARFETCH
FARFETCH
FARFETCH
FARFETCH
Destination DC
Destination DC
Destination DC
Destination DC
+ more
+ more
+ more
+ more
“JD creates editorial strategies that break through the clutter, deeply connect with an audience and drive engagement. The result is always spectacular — and the process a joy.”
—Katie Meeker, comms leader at PDX Next, ex-Wieden + Kennedy
WHAT EDITORS SAY
WHAT EDITORS SAY
WHAT EDITORS SAY
WHAT EDITORS SAY
WHAT EDITORS SAY
“JD is not only a delight to work with, but they are always at the ready with razor sharp ideas and squeaky clean copy, whether I’m looking for reporting on innovation in the travel industry, or service-y yet voice-y destination guides that are a cut above the rest.”
—Megan Spurrell, associate director of articles at Condé Nast Traveler
“JD has an eye for spotting rising trends in travel and breaking them down in a way that really speaks to a young, diverse audience.”
—Amanda Finnegan, deputy features editor at The Washington Post
“JD has an eye for spotting rising trends in travel and breaking them down in a way that really speaks to a young, diverse audience.”
—Amanda Finnegan, deputy features editor at The Washington Post
“JD has an eye for spotting rising trends in travel and breaking them down in a way that really speaks to a young, diverse audience.”
—Amanda Finnegan, deputy features editor at The Washington Post
“JD has an eye for spotting rising trends in travel and breaking them down in a way that really speaks to a young, diverse audience.”
—Amanda Finnegan, deputy features editor at The Washington Post
“JD is the rare journalist who is as adept at serious investigative work as they are at incisive cultural commentary. Their view on the world is never narrow, and I have always counted on them to see that an assignment about, say, discrimination on LGBTQ+ dating apps or transphobic Google results is about more than the queer community — it’s about capitalism, politics and broader currents in society. Their copy is as sparkling as their attitude.”
—Tyler Trykowski, formerly the LGBTQ+ editor at Vice, executive editor at Them
“JD is the rare journalist who is as adept at serious investigative work as they are at incisive cultural commentary. Their view on the world is never narrow, and I have always counted on them to see that an assignment about, say, discrimination on LGBTQ+ dating apps or transphobic Google results is about more than the queer community — it’s about capitalism, politics and broader currents in society. Their copy is as sparkling as their attitude.”
—Tyler Trykowski, formerly the LGBTQ+ editor at Vice, executive editor at Them
“JD is the rare journalist who is as adept at serious investigative work as they are at incisive cultural commentary. Their view on the world is never narrow, and I have always counted on them to see that an assignment about, say, discrimination on LGBTQ+ dating apps or transphobic Google results is about more than the queer community — it’s about capitalism, politics and broader currents in society. Their copy is as sparkling as their attitude.”
—Tyler Trykowski, formerly the LGBTQ+ editor at Vice, executive editor at Them
“JD is the rare journalist who is as adept at serious investigative work as they are at incisive cultural commentary. Their view on the world is never narrow, and I have always counted on them to see that an assignment about, say, discrimination on LGBTQ+ dating apps or transphobic Google results is about more than the queer community — it’s about capitalism, politics and broader currents in society. Their copy is as sparkling as their attitude.”
—Tyler Trykowski, formerly the LGBTQ+ editor at Vice, executive editor at Them
“JD is not only a delight to work with, but they are always at the ready with razor sharp ideas and squeaky clean copy, whether I’m looking for reporting on innovation in the travel industry, or service-y yet voice-y destination guides that are a cut above the rest.”
—Megan Spurrell, associate director of articles at Condé Nast Traveler
“JD is not only a delight to work with, but they are always at the ready with razor sharp ideas and squeaky clean copy, whether I’m looking for reporting on innovation in the travel industry, or service-y yet voice-y destination guides that are a cut above the rest.”
—Megan Spurrell, associate director of articles at Condé Nast Traveler
“JD is not only a delight to work with, but they are always at the ready with razor sharp ideas and squeaky clean copy, whether I’m looking for reporting on innovation in the travel industry, or service-y yet voice-y destination guides that are a cut above the rest.”
—Megan Spurrell, associate director of articles at Condé Nast Traveler
“JD is not only a delight to work with, but they are always at the ready with razor sharp ideas and squeaky clean copy, whether I’m looking for reporting on innovation in the travel industry, or service-y yet voice-y destination guides that are a cut above the rest.”
—Megan Spurrell, associate director of articles at Condé Nast Traveler
WHAT CLIENTS SAY
WHAT CLIENTS SAY
WHAT CLIENTS SAY
WHAT CLIENTS SAY
WHAT CLIENTS SAY
“JD creates editorial strategies that break through the clutter, deeply connect with an audience and drive engagement. The result is always spectacular — and the process a joy.”
—Katie Meeker, comms leader at PDX Next, ex-Wieden + Kennedy
“JD creates editorial strategies that break through the clutter, deeply connect with an audience and drive engagement. The result is always spectacular — and the process a joy.”
—Katie Meeker, comms leader at PDX Next, ex-Wieden + Kennedy
“JD creates editorial strategies that break through the clutter, deeply connect with an audience and drive engagement. The result is always spectacular — and the process a joy.”
—Katie Meeker, comms leader at PDX Next, ex-Wieden + Kennedy
“JD creates editorial strategies that break through the clutter, deeply connect with an audience and drive engagement. The result is always spectacular — and the process a joy.”
—Katie Meeker, comms leader at PDX Next, ex-Wieden + Kennedy
“JD’s expertise in crafting thoughtful editorial strategies across multiple formats brought Travel Oregon’s content to life — seamlessly connecting seasonal campaigns, social storytelling, print and innovative tools such as the Oregon Weather Compass to inspire travelers.”
—Mo Sherifdeen, director of global integrated marketing and publishing at Travel Oregon
“JD’s expertise in crafting thoughtful editorial strategies across multiple formats brought Travel Oregon’s content to life — seamlessly connecting seasonal campaigns, social storytelling, print and innovative tools such as the Oregon Weather Compass to inspire travelers.”
—Mo Sherifdeen, director of global integrated marketing and publishing at Travel Oregon
“JD’s expertise in crafting thoughtful editorial strategies across multiple formats brought Travel Oregon’s content to life — seamlessly connecting seasonal campaigns, social storytelling, print and innovative tools such as the Oregon Weather Compass to inspire travelers.”
—Mo Sherifdeen, director of global integrated marketing and publishing at Travel Oregon
“JD’s expertise in crafting thoughtful editorial strategies across multiple formats brought Travel Oregon’s content to life — seamlessly connecting seasonal campaigns, social storytelling, print and innovative tools such as the Oregon Weather Compass to inspire travelers.”
—Mo Sherifdeen, director of global integrated marketing and publishing at Travel Oregon
“JD is the rare journalist who is as adept at serious investigative work as they are at incisive cultural commentary. Their view on the world is never narrow, and I have always counted on them to see that an assignment about, say, discrimination on LGBTQ+ dating apps or transphobic Google results is about more than the queer community — it’s about capitalism, politics and broader currents in society. Their copy is as sparkling as their attitude.”
—Tyler Trykowski, formerly the LGBTQ+ editor at Vice, executive editor at Them
“JD’s expertise in crafting thoughtful editorial strategies across multiple formats brought Travel Oregon’s content to life — seamlessly connecting seasonal campaigns, social storytelling, print and innovative tools such as the Oregon Weather Compass to inspire travelers.”
—Mo Sherifdeen, director of global integrated marketing and publishing at Travel Oregon
“JD has transformed our audience engagement with creative strategic guidance and UX writing — helping us make more elevated editorial content and successful products.”
—Sandra Capponi, co-founder of Good On You
“JD has an eye for spotting rising trends in travel and breaking them down in a way that really speaks to a young, diverse audience.”
—Amanda Finnegan, deputy features editor at The Washington Post
“JD has transformed our audience engagement with creative strategic guidance and UX writing — helping us make more elevated editorial content and successful products.”
—Sandra Capponi, co-founder of Good On You
“JD has transformed our audience engagement with creative strategic guidance and UX writing — helping us make more elevated editorial content and successful products.”
—Sandra Capponi, co-founder of Good On You
“JD has transformed our audience engagement with creative strategic guidance and UX writing — helping us make more elevated editorial content and successful products.”
—Sandra Capponi, co-founder of Good On You
“JD has transformed our audience engagement with creative strategic guidance and UX writing — helping us make more elevated editorial content and successful products.”
—Sandra Capponi, co-founder of Good On You
ABOUT
ABOUT
ABOUT
ABOUT
ABOUT
✦ HERE JD SHOWS THEIR AGE (SHOUT OUT TO THE FLOPPY DISK ERA BABES)
✦ HERE JD SHOWS THEIR AGE (SHOUT OUT TO THE FLOPPY DISK ERA BABES)
✦ HERE JD SHOWS THEIR AGE (SHOUT OUT TO THE FLOPPY DISK ERA BABES)
STRATEGY EXPERTISE
Content strategy
Content design
UX and UI writing
Messaging strategy
Verbal branding
EDITORIAL EXPERTISE
Feature reporter
Top-line editor
Editorial positioning
Editorial planning
Newsletter strategy
Editorial copywriting
TRAVEL AND TRENDS
Travel reporting
Trend consulting
Destination copywriting
Destination branding
LGBTQ+ travel
Most simply, I’m a writer and strategist exploring what’s weird and wonderful in tech and modern life. But we live in the era of “content” — yawn, what a boring word — so I’m often introduced as a content leader and consultant.
Most simply, I’m a writer and strategist exploring what’s weird and wonderful in tech and modern life. But we live in the era of “content” — yawn, what a boring word — so I’m often introduced as a content leader and consultant.
Most simply, I’m a writer and strategist exploring what’s weird and wonderful in tech and modern life. But we live in the era of “content” — yawn, what a boring word — so I’m often introduced as a content leader and consultant.
BIOGRAPHY:
PRESENT TENSE
I’m an American journalist, essayist, editor, copywriter, editorial strategist and off-the-clock poet currently based in London. I split my days between writing for media outlets (often on the intersection of tech and lifestyle, with a rich niche in the travel industry) and strategizing for clients who want to break away from the pack.
Current projects include the monthly-ish Future of Travel for Condé Nast Traveler; serving as editor-at-large at Good On You; and running ESC KEY .CO, a new media outlet and editorial consultancy I launched in 2025 (psst: you can learn more about what I'm building here).
I enjoy speaking about my own work as well as my work for clients. I’ve been quoted or featured in the Columbia Journalism Review, Vox, Mic, LinkedIn trending news, appeared live on Bloomberg TV, and more. I’ve spoken on plenty of podcasts, conference sessions, and panels (e.g., Condé Nast's Points of View Summit in New York City in 2023 and London in 2024).
Sometimes these collaborations win recognition. Projects I’ve worked on have been honored by the Webby Awards, US Travel Association, AIGA, NATJA, AMA PDX and more. (“I’d first, of course, like to thank my mom for teaching me about life and my dad for teaching me about floppy disks” — see below.)
PAST TENSE
My work builds on a foundation in human rights research and civic engagement. I hold my master’s degree with distinction in international relations from the University of Exeter and previously served Human Rights Commissioner at the City of Portland. Sometimes the best insight comes from understanding how systems work — and, of course, how they don’t work.
Before relocating to London in 2021, I spent nearly a decade in Portland, Oregon, honing my skills as an editorial leader and multi-platform writer. I’ve been a contributor and consultant on launch teams for a range of new verticals at US publications. I was the Portland travel writer for The Washington Post, covering the city’s distinct culture. And I was an early contributor to VICE’s LGBTQ+ section, where my coverage of discrimination in dating apps influenced UX reforms (but everyone still hates dating apps — some things change, some things stay the same). VICE editors named my reporting among the Best of 2017.
I’ve consulted with agencies and international brands (from Airbnb to Adidas). And I’ve led talented, interdisciplinary teams. If I was reading you my resume, I might say something like “I was previously head editor at one of the Pacific Northwest’s top media companies, MEDIAmerica; head of content at Good On You; project lead at SPJ award-winning Oregon Business; and co-founder of a totally failed (but kind of cool) media startup.” Or we could simply connect on LinkedIn — and cringe at corporate memes featuring things some CEO’s 7-year-old absolutely did not say.
I was raised in the misty hills of the Appalachian Mountains, in the panhandle of Maryland, where I was driving four-wheelers before I got my license. But I'll save those chapters for the book. I'll fast forward to the Pacific Northwest, where my career took off.
Future tense
Maybe you’ll drop me a line? Maybe we’ll talk about hotels in space, large language models eating the internet, or just how to create something cool that'll get people talking and taking action? Say hello. Don’t be a stranger.
I’ll caution you, however, that it’ll be hard to top the highlight of my career: judging a drag competition at the legendary Darcelle XV Showplace in Portland, Oregon in the presence of then world’s oldest drag queen, the late Darcelle herself. It was tens across the board.
STRATEGY EXPERTISE
STRATEGY EXPERTISE
Content strategy
Content strategy
Content design
Content design
UX and UI writing
UX and UI writing
Messaging strategy
Messaging strategy
Verbal branding
Verbal branding
EDITORIAL EXPERTISE
EDITORIAL EXPERTISE
Feature reporter
Feature reporter
Top-line editor
Top-line editor
Editorial positioning
Editorial positioning
Editorial planning
Editorial planning
Newsletter strategy
Newsletter strategy
Editorial copywriting
Editorial copywriting
TRAVEL AND TRENDS
TRAVEL AND TRENDS
Travel reporting
Travel reporting
Trend consulting
Trend consulting
Destination copywriting
Destination copywriting
Destination branding
Destination branding
LGBTQ+ travel
LGBTQ+ travel
BIOGRAPHY:
PRESENT TENSE
BIOGRAPHY:
PRESENT TENSE
I’m an American journalist, essayist, editor, copywriter, editorial strategist and off-the-clock poet currently based in London. I split my days between writing for media outlets (often on the intersection of tech and lifestyle, with a rich niche in the travel industry) and strategizing for ambitious clients who want to break away from the pack.
I’m an American journalist, essayist, editor, copywriter, editorial strategist and off-the-clock poet currently based in London. I split my days between writing for media outlets (often on the intersection of tech and lifestyle, with a rich niche in the travel industry) and strategizing for ambitious clients who want to break away from the pack.
Current projects include the monthly-ish Future of Travel for Condé Nast Traveler; serving as editor-at-large at Good On You; and running ESC KEY .CO, a new media outlet and editorial consultancy I launched in 2025 (psst: you can learn more about what I'm building here).
Current projects include the monthly-ish Future of Travel for Condé Nast Traveler; serving as editor-at-large at Good On You; and running ESC KEY .CO, a new media outlet and editorial consultancy I launched in 2025 (psst: you can learn more about what I'm building here).
I enjoy speaking about my own work as well as my work for clients. I’ve been quoted or featured in the Columbia Journalism Review, Vox, Mic, LinkedIn trending news, appeared live on Bloomberg TV, and more. I’ve spoken on plenty of podcasts, conference sessions, and panels (e.g., Condé Nast's Points of View Summit in New York City in 2023 and London in 2024).
I enjoy speaking about my own work as well as my work for clients. I’ve been quoted or featured in the Columbia Journalism Review, Vox, Mic, LinkedIn trending news, appeared live on Bloomberg TV, and more. I’ve spoken on plenty of podcasts, conference sessions, and panels (e.g., Condé Nast's Points of View Summit in New York City in 2023 and London in 2024).
Sometimes these collaborations win recognition. Projects I’ve worked on have been honored by the Webby Awards, US Travel Association, AIGA, NATJA, AMA PDX and more. (“I’d first, of course, like to thank my mom for teaching me about life and my dad for teaching me about floppy disks” — see below.)
Sometimes these collaborations win recognition. Projects I’ve worked on have been honored by the Webby Awards, US Travel Association, AIGA, NATJA, AMA PDX and more. (“I’d first, of course, like to thank my mom for teaching me about life and my dad for teaching me about floppy disks” — see below.)
PAST TENSE
PAST TENSE
I was raised in the misty hills of the Appalachian Mountains, in the panhandle of Maryland, where I was driving four-wheelers before I got my license. But I'll save those chapters for the book. I'll fast forward to the Pacific Northwest, where my career took off.
I was raised in the misty hills of the Appalachian Mountains, in the panhandle of Maryland, where I was driving four-wheelers before I got my license. But I'll save those chapters for the book. I'll fast forward to the Pacific Northwest, where my career took off.
Before relocating to London in 2021, I spent nearly a decade in Portland, Oregon, honing my skills as an editorial leader and multi-platform writer. I’ve been a contributor and consultant on launch teams for a range of new verticals at US publications. I was the Portland travel writer for The Washington Post, covering the city’s distinct culture. And I was an early contributor to VICE’s LGBTQ+ section, where my coverage of discrimination in dating apps influenced UX reforms (but everyone still hates dating apps — some things change, some things stay the same). VICE editors named my reporting among the Best of 2017.
Before relocating to London in 2021, I spent nearly a decade in Portland, Oregon, honing my skills as an editorial leader and multi-platform writer. I’ve been a contributor and consultant on launch teams for a range of new verticals at US publications. I was the Portland travel writer for The Washington Post, covering the city’s distinct culture. And I was an early contributor to VICE’s LGBTQ+ section, where my coverage of discrimination in dating apps influenced UX reforms (but everyone still hates dating apps — some things change, some things stay the same). VICE editors named my reporting among the Best of 2017.
I’ve consulted with agencies and national brands (from Airbnb to Adidas). And I’ve led talented, interdisciplinary teams. If I was reading you my resume, I might say something like “I was previously head editor at one of the Pacific Northwest’s top media companies, MEDIAmerica; head of content at Good On You; project lead at SPJ award-winning Oregon Business; and co-founder of a totally failed (but kind of cool) media startup.” Or we could simply connect on LinkedIn — and cringe at corporate memes featuring things some CEO’s 7-year-old absolutely did not say.
I’ve consulted with agencies and national brands (from Airbnb to Adidas). And I’ve led talented, interdisciplinary teams. If I was reading you my resume, I might say something like “I was previously head editor at one of the Pacific Northwest’s top media companies, MEDIAmerica; head of content at Good On You; project lead at SPJ award-winning Oregon Business; and co-founder of a totally failed (but kind of cool) media startup.” Or we could simply connect on LinkedIn — and cringe at corporate memes featuring things some CEO’s 7-year-old absolutely did not say.
My work builds on a foundation in human rights research and civic engagement. I hold my master’s degree with distinction in international relations from the University of Exeter and previously served Human Rights Commissioner at the City of Portland. Sometimes the best insight comes from understanding how systems work — or don’t.
FUTURE TENSE
FUTURE TENSE
Maybe you’ll drop me a line? Maybe we’ll talk about hotels in space, large language models eating the internet, or just how to create something cool that'll get people talking and taking action? Say hello. Don’t be a stranger.
Maybe you’ll drop me a line? Maybe we’ll talk about hotels in space, large language models eating the internet, or just how to create something cool that'll get people talking and taking action? Say hello. Don’t be a stranger.
I’ll caution you, however, that it’ll be hard to top the highlight of my career: judging a drag competition at the legendary Darcelle XV Showplace in Portland, Oregon in the presence of then world’s oldest drag queen, the late Darcelle herself. It was tens across the board.
WORK
WORK
WORK
WORK
WORK
✦ THIS IS A LIST OF SOME STUFF JD HAS DONE — PLUS MORE RANDOM GIFs
✦ THIS IS A LIST OF SOME STUFF JD HAS DONE — PLUS MORE RANDOM GIFs
✦ THIS IS A LIST OF SOME STUFF JD HAS DONE — PLUS MORE RANDOM GIFs
CONTRIBUTOR
THE WASHINGTON POST
Trending reporting for the reimagined travel section
Why, all of a sudden, is every new hotel trying to market its narrative? For years, that’s the kind of cool stuff I’ve contributed to The Washington Post’s travel section. That’s included features on # Traveling While Trans, the pandemic trend of 3-D gallery “tours,” and one of the first features in American media predicting “revenge travel.” And from 2019 to 2021, I was the Portland, Oregon city reporter for By The Way. (Travelers note: some Portland content is still live, but it’s now quite out of date).
FUTURE OF TRAVEL
CONDÉ NAST TRAVELER
“Flygskam,
smygflyga,
tagskryt”
The Swedes are inventing a lot of words about flying's climate impacts. My first installment in the Future of Travel column, this feature probes whether sustainable aviation innovations could change things.
UX WRITING
AIRBNB
Digital copywriting for major destination landing pages
Both a destination research and extensive UX writing project, I worked with Airbnb to create compelling and SEO-optimized descriptions and guides to dozens of destination landing pages — including national and major city destinations in North America and Europe.
PUBLIC INTEREST TECH
THEM
“We need a new digital public square.”
During the first two weeks of Elon Musk's takeover of Twitter, I interviewed social media academics, tech critics and civil rights leaders for this deep-dive feature about what Musk got so wrong with Twitter — and why democracy needs better public digital infrastructure.
FUTURE OF TRAVEL
CONDÉ NAST TRAVELER
“It might be tempting to view these plush train carriages as a kind of Gilded Age cosplay — as if meticulously designed Wes Anderson sets have come to life (the director actually did design a car on the British Pullman, a luxury train under the Belmond portfolio).”
DIGITAL NOMADS
THE WASHINGTON POST
“‘Overnomadism’ is an apt way of describing what happened when these young jet-setters descended.”
Featured as a top LinkedIn News story, this feature probes a new wave of digital nomads, as the remote work revolution kicked into higher gear throughout the pandemic. Oh, and apparently I coined a new word.
CONTRIBUTOR
VICE
“Best Writing of 2017”
From 2016 to 2018, I contributed conversation-sparking feature stories to VICE's LGBTQ+ vertical. My coverage of discrimination on queer dating apps has been influential in UX design, and my reporting on radical activism was named Best of 2017.
CLIMATE
THE WASHINGTON POST
Spending a few dollars to offset the footprint of your flight may sound too good to be true because it is, climate experts say. And some warn it's making the climate crisis even worse.
CONTRIBUTOR
CONDÉ NAST TRAVELER
The annual Bright Ideas in Travel list
For the launch of a new editorial package, I joined the Traveler team to spotlight a wide range of ideas and innovations in the NATJA award-winning Bright Ideas in Travel 2022 list. I contributed again for the 2023 edition and the 2024 refresh, as well. I’ve covered everything from space travel weirdness to innovative architecture.
STRATEGY + COPYWRITING
TRAVEL OREGON
Award-winning digital strategy and editorial for TravelOregon.com
I directed a US Travel Association award-winning editorial program and consulted with Travel Oregon on cross-channel digital strategies, including working on seasonal campaigns with Wieden+Kennedy — such as the GPS-enabled app the Oregon Weather Compass, which was a 2017 Webby Award Honoree.
long form
THEM
What happens when the world's most powerful search engine suggests transphobic results for nearly every major transgender celebrity? That's the scoop in this long-read feature, based on months of original reporting.
destination guide
THEM
“To find these exalted spaces, you need the local intel.”
Them is the award-winning LGBTQ+ media brand from Condé Nast. When the editorial team wanted to launch their inaugural travel package, they enlisted me to shape the approach and execute on a series of 10 guides to queer destinations around the world. I profiled cultural insiders in each city from Drag Race winner Nymphia Wind thoughts on Taipei to Jon Kung’s favorite spots in Detroit.
PLACEMAKING
BLOOMBERG CITYLAB
“He calls himself the leader of a river-lution.”
Long associated with sewage, Portland's Willamette River has finally been declared safe for recreation. This feature profiles an urban swimming activist who wants residents to test the waters.
TECH FOR GOOD
GOOD ON YOU
UX writing for an app helping fashion brands be more transparent
Brand ratings platform Good On You teamed up with FARFETCH in 2022 to launch a first-of-its-kind SAAS tool, Good Measures, to help fashion brands improve both sustainability and public disclosures.
long form
THEM
Following the passage of Russia's anti-LGBTQ+ censorship law, I interviewed trans and queer activists across the country — revealing how authoritarian leaders everywhere from Moscow and Budapest to Austin and Tallahassee are working off the same policy playbook.
long form
THEM
After passing away at the age of 92 in March, Darcelle XV left behind a history-making legacy of drag and activism.
STRATEGY + COPYWRITING
PDX NEXT
Content strategy and copywriting lead for the “local-est airport”
I defined the overarching messaging and narrative framework for the Portland International Airport’s locally sourced new terminal, which opened to rave media coverage in 2024. The framework focused on the voices of local makers and Tribal forestry partners. It came to life in creative work across digital, social, billboards and environmental installations, and a shoot with Portland drag icon Poison Waters.
FUTURE OF TRAVEL
FUTURE OF TRAVEL
FUTURE OF TRAVEL
CONDÉ NAST TRAVELER
CONDÉ NAST TRAVELER
“Flygskam,
smygflyga,
tagskryt”
“Flygskam,
smygflyga,
tagskryt”
“Flygskam,
smygflyga,
tagskryt”
The Swedes are inventing a lot of words about flying’s climate impacts. My first installment in the Future of Travel column, this feature probes whether sustainable aviation innovations could change things.
CLIMATE
CLIMATE
CLIMATE
THE WASHINGTON POST
THE WASHINGTON POST
Spending a few dollars to offset the footprint of your flight may sound too good to be true because it is, climate experts say. And some warn it’s making the climate crisis even worse.
LONG FORM
long form
long form
THEM
Following the passage of Russia’s anti-LGBTQ+ censorship law, I interviewed trans and queer activists across the country — revealing how authoritarian leaders everywhere from Moscow and Budapest to Austin and Tallahassee are working off the same policy playbook.
CONTRIBUTOR
CONTRIBUTOR
CONTRIBUTOR
CONDÉ NAST TRAVELER
CONDÉ NAST TRAVELER
The annual Bright Ideas in Travel list
The annual Bright Ideas in Travel list
For the launch of a new editorial package, I joined the Traveler team to spotlight a wide range of ideas and innovations in the NATJA award-winning Bright Ideas in Travel 2022 list. I contributed again for the 2023 edition and the 2024 refresh, as well. I’ve covered everything from space travel weirdness to innovative architecture.
FUTURE OF TRAVEL
FUTURE OF TRAVEL
FUTURE OF TRAVEL
CONDÉ NAST TRAVELER
CONDÉ NAST TRAVELER
“It might be tempting to view these plush train carriages as a kind of Gilded Age cosplay — as if meticulously designed Wes Anderson sets have come to life (the director actually did design a car on the British Pullman, a luxury train under the Belmond portfolio).”
CONTRIBUTOR
CONTRIBUTOR
CONTRIBUTOR
VICE
VICE
“Best Writing of 2017”
“Best Writing of 2017”
“Best Writing of 2017”
From 2016 to 2018, I contributed conversation-sparking feature stories to VICE’s LGBTQ+ vertical. My coverage of discrimination on queer dating apps has been influential in UX design, and my reporting on radical activism was named Best of 2017.
CONTRIBUTOR
CONTRIBUTOR
CONTRIBUTOR
THE WASHINGTON POST
THE WASHINGTON POST
Trending reporting for the reimagined travel section
Trending reporting for the reimagined travel section
Trending reporting for the reimagined travel section
Why, all of a sudden, is every new hotel trying to market its narrative? For years, that’s the kind of cool stuff I’ve contributed to The Washington Post’s travel section. That’s included features on # Traveling While Trans, the pandemic trend of 3-D gallery “tours,” and one of the first features in American media predicting “revenge travel.” And from 2019 to 2021, I was the Portland, Oregon city reporter for By The Way.
PUBLIC INTEREST TECH
PUBLIC INTEREST TECH
PUBLIC INTEREST TECH
THEM
THEM
“We need a new digital public square.”
“We need a new digital public square.”
“We need a new digital public square.”
During the first two weeks of Elon Musk’s takeover of Twitter, I interviewed social media academics, tech critics and civil rights leaders for this deep-dive feature about what Musk got so wrong with Twitter — and why democracy needs better public digital infrastructure.
DIGITAL NOMADS
DIGITAL NOMADS
DIGITAL NOMADS
THE WASHINGTON POST
THE WASHINGTON POST
“‘Overnomadism’ is an apt way of describing what happened when these young jet-setters descended.”
“‘Overnomadism’ is an apt way of describing what happened when these young jet-setters descended.”
“‘Overnomadism’ is an apt way of describing what happened when these young jet-setters descended.”
Featured as a top LinkedIn News story, this feature probes a new wave of digital nomads, as the remote work revolution kicked into higher gear throughout the pandemic. Oh, and apparently I coined a new word.
STRATEGY + COPYWRITING
TRAVEL OREGON
Award-winning digital strategy and editorial for TravelOregon.com
I directed a US Travel Association award-winning editorial program and consulted with Travel Oregon on cross-channel digital strategies, including working on seasonal campaigns with Wieden+Kennedy — such as the GPS-enabled app the Oregon Weather Compass, which was a 2017 Webby Award Honoree.
STRATEGY + COPYWRITING
STRATEGY + COPYWRITING
STRATEGY + COPYWRITING
PDX NEXT
Content strategy and copywriting lead for the “local-est airport”
Content strategy and copywriting lead for the “local-est airport”
Content strategy and copywriting lead for the “local-est airport”
I defined the overarching messaging and narrative framework for the Portland International Airport’s locally sourced new terminal, which opened to rave media coverage in 2024. The framework focused on the voices of local makers and Tribal forestry partners. It came to life in creative work across digital, social, billboards and environmental installations, and a shoot with Portland drag icon Poison Waters.
STRATEGY + COPYWRITING
STRATEGY + COPYWRITING
TRAVEL OREGON
Award-winning strategy and editorial for Travel Oregon
Award-winning strategy and editorial for Travel Oregon
I directed a US Travel Association award-winning editorial program and consulted with Travel Oregon on cross-channel digital strategies, including working on campaigns with Wieden+Kennedy such as the GPS-enabled app the Oregon Weather Compass, a 2017 Webby Award Honoree.
LONG FORM
long form
long form
THEM
After passing away at the age of 92 in March 2023, Darcelle XV left behind a history-making legacy of drag and activism.
UX WRITING
UX WRITING
UX WRITING
AIRBNB
AIRBNB
Digital copywriting for destination landing pages
Digital copywriting for destination landing pages
Digital copywriting for destination landing pages
Both a destination research and extensive UX writing project, I worked with Airbnb to create compelling and SEO-optimized descriptions and guides to dozens of destination landing pages — including national guides and major city guides across North America and Europe.
LONG FORM
long form
long form
THEM
THEM
What happens when the world’s most powerful search engine suggests transphobic results for nearly every major transgender celebrity? That’s the scoop in this long-read feature, based on months of original reporting.
DESTINATION GUIDE
destination guide
THEM
“To find these exalted spaces, you need the local intel.”
“To find these exalted spaces, you need the local intel.”
Them is the award-winning LGBTQ+ media brand from Condé Nast. When the editorial team wanted to launch their inaugural travel package, they enlisted me to shape the approach and execute on a series of 10 guides to queer destinations around the world. I profiled cultural insiders in each city from Drag Race winner Nymphia Wind thoughts on Taipei to Jon Kung’s favorite spots in Detroit.
PLACEMAKING
PLACEMAKING
PLACEMAKING
BLOOMBERG CITYLAB
BLOOMBERG CITYLAB
“He calls himself the leader of a river-lution.”
“He calls himself the leader of a river-lution.”
Long associated with sewage, Portland’s Willamette River has finally been declared safe for recreation. This feature profiles an urban swimming activist who wants residents to test the waters.
destination guide
THEM
“To find these exalted spaces, you need the local intel.”
Them is the award-winning LGBTQ+ media brand from Condé Nast. When the editorial team wanted to launch their inaugural travel package, they enlisted me to shape the approach and execute on a series of 10 guides to queer destinations around the world. I profiled cultural insiders in each city from Drag Race winner Nymphia Wind thoughts on Taipei to Jon Kung’s favorite spots in Detroit.
TECH FOR GOOD
TECH FOR GOOD
GOOD ON YOU
UX writing for an app helping fashion brands be more transparent
UX writing for an app helping fashion brands be more transparent
UX writing for an app helping fashion brands be more transparent
Brand ratings platform Good On You teamed up with FARFETCH in 2022 to launch a first-of-its-kind SAAS tool, Good Measures, to help fashion brands improve both sustainability and public disclosures.
ETHICS
ETHICS
ETHICS
ETHICS
ETHICS
✦ CREATING GREAT, TRUE STORIES REQUIRES WE TELL THE TRUTH WELL
✦ CREATING GREAT, TRUE STORIES REQUIRES WE TELL THE TRUTH WELL
✦ CREATING GREAT, TRUE STORIES REQUIRES WE TELL THE TRUTH WELL
“Public enlightenment is the forerunner of justice” — 100%!
“Public enlightenment is the forerunner of justice” — 100%!
“Public enlightenment is the forerunner of justice” — 100%!
“Public enlightenment is the forerunner of justice” — 100%!
“Public enlightenment is the forerunner of justice” — 100%!
The lofty quote above comes from the Society of Professional Journalists’ Code of Ethics, which guides and motivates my work. But as someone who has spent a lot of my career reporting on marginalized communities, there’s more to it than that.
As an editorial lead, I’ve navigated many tricky ethical dilemmas in my career. I occasionally lecture and interviewed about media ethics and fair work. It’s shown me how these conversations raise a lot of good questions. Here are a few specific themes influencing my work as a writer, strategist and citizen.
The lofty quote above comes from the Society of Professional Journalists’ Code of Ethics, which guides and motivates my work. But as someone who has spent a lot of my career reporting on marginalized communities, there’s more to it than that.
As an editorial lead, I’ve navigated many tricky ethical dilemmas in my career. I occasionally lecture and interviewed about media ethics and fair work. It’s shown me how these conversations raise a lot of good questions. Here are a few specific themes influencing my work as a writer, strategist and citizen.
The lofty quote above comes from the Society of Professional Journalists’ Code of Ethics, which guides and motivates my work. But as someone who has spent a lot of my career reporting on marginalized communities, there’s more to it than that.
As an editorial lead, I’ve navigated many tricky ethical dilemmas in my career. I occasionally lecture and interviewed about media ethics and fair work. It’s shown me how these conversations raise a lot of good questions. Here are a few specific themes influencing my work as a writer, strategist and citizen.
The lofty quote above comes from the Society of Professional Journalists’ Code of Ethics, which guides and motivates my work. But as someone who has spent a lot of my career reporting on marginalized communities, there’s more to it than that.
As an editorial lead, I’ve navigated many tricky ethical dilemmas in my career. I occasionally lecture and interviewed about media ethics and fair work. It’s shown me how these conversations raise a lot of good questions. Here are a few specific themes influencing my work as a writer, strategist and citizen.
HOW I APPROACH MY WORK
HOW I APPROACH MY WORK
HOW I APPROACH MY WORK
In everything, minimize harm
NO FREEBIES, NO DISCOUNTS
ADVOCATE FOR FAIR WORK
CONSULTING AND VOLUNTEERING
FACT CHECK DILIGENTLY
OPEN TO CIVIC DISCOURSE
In everything, minimize harm
NO FREEBIES, NO DISCOUNTS
ADVOCATE FOR FAIR WORK
CONSULTING AND VOLUNTEERING
FACT CHECK DILIGENTLY
OPEN TO CIVIC DISCOURSE
In everything, minimize harm
NO FREEBIES, NO DISCOUNTS
ADVOCATE FOR FAIR WORK
CONSULTING AND VOLUNTEERING
FACT CHECK DILIGENTLY
OPEN TO CIVIC DISCOURSE
In everything, minimize harm
NO FREEBIES, NO DISCOUNTS
ADVOCATE FOR FAIR WORK
CONSULTING AND VOLUNTEERING
FACT CHECK DILIGENTLY
OPEN TO CIVIC DISCOURSE
In everything, minimize harm
NO FREEBIES, NO DISCOUNTS
ADVOCATE FOR FAIR WORK
CONSULTING AND VOLUNTEERING
FACT CHECK DILIGENTLY
OPEN TO CIVIC DISCOURSE
SERVICES
SERVICES
SERVICES
SERVICES
SERVICES
✦ CLIENTS AND EDITORS IN MANY DIFFERENT TIME ZONES TEAM UP WITH JD
✦ CLIENTS AND EDITORS IN MANY DIFFERENT TIME ZONES TEAM UP WITH JD
✦ CLIENTS AND EDITORS IN MANY DIFFERENT TIME ZONES TEAM UP WITH JD
Be obvious! Be everyone else! Be ignored! Actually, please don’t!
Be obvious! Be everyone else! Be ignored! Actually, please don’t!
Be obvious! Be everyone else! Be ignored! Actually, please don’t!
Be obvious! Be everyone else! Be ignored! Actually, please don’t!
Be obvious! Be everyone else! Be ignored! Actually, please don’t!
Are you ready to hit the escape key, philosophically speaking, on generic approaches to content and content strategy? You'll want to check out a few ways we can work together below.
Both as an independent writer/strategist and through ESC KEY .CO, the new media outlet and editorial consultancy I launched in January 2025, I’m available to collaborate with “innovative” and “disruptive” clients who know the best way to stand out from the pack is to never call yourself that. (Simply email me to check my availability at jd@jdshadel.com.)
HOW WE CAN COLLABORATE
FRACTIONAL CHIEF EDITORIAL OFFICER
FRACTIONAL CHIEF EDITORIAL OFFICER
EDITORIAL STRATEGY 8-WEEK INTENSIVE
EDITORIAL STRATEGY 8-WEEK INTENSIVE
1:1 COUNSEL FOR BUSY SMALL TEAMS
1:1 COUNSEL FOR BUSY SMALL TEAMS
LONG-FORM JOURNALISM
LONG-FORM JOURNALISM
DIGITAL COPYWRITING
DIGITAL COPYWRITING
CONTACT
CONTACT
CONTACT
CONTACT
CONTACT
✦ THIS IS THE FINAL SECTION WITH THAT BIG EMAIL BUTTON — HIT IT!
✦ THIS IS THE FINAL SECTION WITH THAT BIG EMAIL BUTTON — HIT IT!
✦ THIS IS THE FINAL SECTION WITH THAT BIG EMAIL BUTTON — HIT IT!
Send an old-fashioned email — or let’s chat over old fashioneds?
Send an old-fashioned email — or let’s chat over old fashioneds?
Send an old-fashioned email — or let’s chat over old fashioneds?
Send an old-fashioned email — or let’s chat over old fashioneds?
Send an old-fashioned email — or
let’s chat over old fashioneds?
To be honest, I’d actually prefer a negroni. But the wordplay with old fashioned made this headline more fun, right? It brings to mind what the legendary neighborhood activist and journalist Jane Jacobs once wrote. She said there’s an important question urban planners should ask: “Will the city be any fun?”
Similarly, in my world of stories and strategies, that’s a question I think we should ask ourselves more — how can we make this more fun? Is anything truly sustainable if it’s not a little fun, anyway? Let’s chat about that. Hit the button below or write me at jd@jdshadel.com.
To be honest, I’d actually prefer a negroni. But the wordplay with old fashioned made this headline more fun, right? It brings to mind what the legendary neighborhood activist and journalist Jane Jacobs once wrote. She said there’s an important question urban planners should ask: “Will the city be any fun?”
Similarly, in my world of stories and strategies, that’s a question I think we should ask ourselves more — how can we make this more fun? Is anything truly sustainable if it’s not a little fun, anyway? Let’s chat about that. Hit the button below or write me at jd@jdshadel.com.
To be honest, I’d actually prefer a negroni. But the wordplay with old fashioned made this headline more fun, right? It brings to mind what the legendary neighborhood activist and journalist Jane Jacobs once wrote. She said there’s an important question urban planners should ask: “Will the city be any fun?”
Similarly, in my world of stories and strategies, that’s a question I think we should ask ourselves more — how can we make this more fun? Is anything truly sustainable if it’s not a little fun, anyway? Let’s chat about that. Hit the button below or write me at jd@jdshadel.com.
To be honest, I’d actually prefer a negroni. But the wordplay with old fashioned made this headline more fun, right? It brings to mind what the legendary neighborhood activist and journalist Jane Jacobs once wrote. She said there’s an important question urban planners should ask: “Will the city be any fun?”
Similarly, in my world of stories and strategies, that’s a question I think we should ask ourselves more — how can we make this more fun? Is anything truly sustainable if it’s not a little fun, anyway? Let’s chat about that. Hit the button below or write me at jd@jdshadel.com.
To be honest, I’d actually prefer a negroni. But the wordplay with old fashioned made this headline more fun, right? It brings to mind what the legendary neighborhood activist and journalist Jane Jacobs once wrote. She said there’s an important question urban planners should ask: “Will the city be any fun?”
Similarly, in my world of stories and strategies, that’s a question I think we should ask ourselves more — how can we make this more fun? Is anything truly sustainable if it’s not a little fun, anyway? Let’s chat about that. Hit the button below or write me at jd@jdshadel.com.
GIFs sourced from GifCities by the
Most simply, I’m a writer and strategist exploring what’s weird and wonderful in tech and modern life. But we live in the era of “content” — yawn, what a boring word — so I’m often introduced as a content leader and consultant.
STRATEGY EXPERTISE
Content strategy
Content design
UX and UI writing
Messaging strategy
Verbal branding
EDITORIAL EXPERTISE
Feature reporter
Top-line editor
Editorial positioning
Editorial planning
Newsletter strategy
Editorial copywriting
TRAVEL AND TRENDS
Travel reporting
Trend consulting
Destination copywriting
Destination branding
LGBTQ+ travel
BIOGRAPHY:
PRESENT TENSE
I’m an American journalist, essayist, editor, copywriter, editorial strategist and off-the-clock poet currently based in London. I split my days between writing for media outlets (often on the intersection of tech and lifestyle, with a rich niche in the travel industry) and strategizing for ambitious clients who want to break away from the pack.
Current projects include the monthly-ish Future of Travel for Condé Nast Traveler; serving as editor-at-large at Good On You; and running ESC KEY .CO, a new media outlet and editorial consultancy I launched in 2025 (psst: you can learn more about what I'm building here).
I enjoy speaking about my own work as well as my work for clients. I’ve been quoted or featured in the Columbia Journalism Review, Vox, Mic, LinkedIn trending news, appeared live on Bloomberg TV, and more. I’ve spoken on plenty of podcasts, conference sessions, and panels (e.g., Condé Nast's Points of View Summit in New York City in 2023 and London in 2024).
Sometimes these collaborations win recognition. Projects I’ve worked on have been honored by the Webby Awards, US Travel Association, AIGA, NATJA, AMA PDX and more. (“I’d first, of course, like to thank my mom for teaching me about life and my dad for teaching me about floppy disks” — see below.)
PAST TENSE
I was raised in the misty hills of the Appalachian Mountains, in the panhandle of Maryland, where I was driving four-wheelers before I got my license. But I'll save those chapters for the book. I'll fast forward to the Pacific Northwest, where my career took off.
Before relocating to London in 2021, I spent nearly a decade in Portland, Oregon, honing my skills as an editorial leader and multi-platform writer. I’ve been a contributor and consultant on launch teams for a range of new verticals at US publications. I was the Portland travel writer for The Washington Post, covering the city’s distinct culture. And I was an early contributor to VICE’s LGBTQ+ section, where my coverage of discrimination in dating apps influenced UX reforms (but everyone still hates dating apps — some things change, some things stay the same). VICE editors named my reporting among the Best of 2017.
I’ve consulted with agencies and national brands (from Airbnb to Adidas). And I’ve led talented, interdisciplinary teams. If I was reading you my resume, I might say something like “I was previously head editor at one of the Pacific Northwest’s top media companies, MEDIAmerica; head of content at Good On You; project lead at SPJ award-winning Oregon Business; and co-founder of a totally failed (but kind of cool) media startup.” Or we could simply connect on LinkedIn — and cringe at corporate memes featuring things some CEO’s 7-year-old absolutely did not say.
My work builds on a foundation in human rights research and civic engagement. I hold my master’s degree with distinction in international relations from the University of Exeter and previously served Human Rights Commissioner at the City of Portland. Sometimes the best insight comes from understanding how systems work — or don’t.
FUTURE TENSE
Maybe you’ll drop me a line? Maybe we’ll talk about hotels in space, large language models eating the internet, or just how to create something cool that'll get people talking and taking action? Say hello. Don’t be a stranger.
I’ll caution you, however, that it’ll be hard to top the highlight of my career: judging a drag competition at the legendary Darcelle XV Showplace in Portland, Oregon in the presence of then world’s oldest drag queen, the late Darcelle herself. It was tens across the board.
Are you ready to hit the escape key, philosophically speaking, on generic approaches to content and content strategy? You'll want to check out a few ways we can work together below.
Both as an independent writer/strategist and through ESC KEY .CO, the new media outlet and editorial consultancy I launched in January 2025, I’m available to collaborate with “innovative” and “disruptive” clients who know the best way to stand out from the pack is to never call yourself that. (Simply email me to check my availability at jd@jdshadel.com.)
HOW WE CAN COLLABORATE
FRACTIONAL CHIEF EDITORIAL OFFICER
EDITORIAL STRATEGY 8-WEEK INTENSIVE
1:1 COUNSEL FOR BUSY SMALL TEAMS
LONG-FORM JOURNALISM
DIGITAL COPYWRITING
FUTURE OF TRAVEL
CONDÉ NAST TRAVELER
“Flygskam,
smygflyga,
tagskryt”
The Swedes are inventing a lot of words about flying’s climate impacts. My first installment in the Future of Travel column, this feature probes whether sustainable aviation innovations could change things.
CLIMATE
THE WASHINGTON POST
Spending a few dollars to offset the footprint of your flight may sound too good to be true because it is, climate experts say. And some warn it’s making the climate crisis even worse.
long form
THEM
Following the passage of Russia’s anti-LGBTQ+ censorship law, I interviewed trans and queer activists across the country — revealing how authoritarian leaders everywhere from Moscow and Budapest to Austin and Tallahassee are working off the same policy playbook.
CONTRIBUTOR
CONDÉ NAST TRAVELER
The annual Bright Ideas in Travel list
For the launch of a new editorial package, I joined the Traveler team to spotlight a wide range of ideas and innovations in the NATJA award-winning Bright Ideas in Travel 2022 list. I contributed again for the 2023 edition and the 2024 refresh, as well. I’ve covered everything from space travel weirdness to innovative architecture.
FUTURE OF TRAVEL
CONDÉ NAST TRAVELER
“It might be tempting to view these plush train carriages as a kind of Gilded Age cosplay — as if meticulously designed Wes Anderson sets have come to life (the director actually did design a car on the British Pullman, a luxury train under the Belmond portfolio).”
CONTRIBUTOR
VICE
“Best Writing of 2017”
From 2016 to 2018, I contributed conversation-sparking feature stories to VICE’s LGBTQ+ vertical. My coverage of discrimination on queer dating apps has been influential in UX design, and my reporting on radical activism was named Best of 2017.
CONTRIBUTOR
THE WASHINGTON POST
Trending reporting for the reimagined travel section
Why, all of a sudden, is every new hotel trying to market its narrative? For years, that’s the kind of cool stuff I’ve contributed to The Washington Post’s travel section. That’s included features on # Traveling While Trans, the pandemic trend of 3-D gallery “tours,” and one of the first features in American media predicting “revenge travel.” And from 2019 to 2021, I was the Portland, Oregon city reporter for By The Way.
PUBLIC INTEREST TECH
THEM
“We need a new digital public square.”
During the first two weeks of Elon Musk’s takeover of Twitter, I interviewed social media academics, tech critics and civil rights leaders for this deep-dive feature about what Musk got so wrong with Twitter — and why democracy needs better public digital infrastructure.
DIGITAL NOMADS
THE WASHINGTON POST
“‘Overnomadism’ is an apt way of describing what happened when these young jet-setters descended.”
Featured as a top LinkedIn News story, this feature probes a new wave of digital nomads, as the remote work revolution kicked into higher gear throughout the pandemic. Oh, and apparently I coined a new word.
STRATEGY + COPYWRITING
TRAVEL OREGON
Award-winning digital strategy and editorial for TravelOregon.com
I directed a US Travel Association award-winning editorial program and consulted with Travel Oregon on cross-channel digital strategies, including working on seasonal campaigns with Wieden+Kennedy — such as the GPS-enabled app the Oregon Weather Compass, which was a 2017 Webby Award Honoree.
STRATEGY + COPYWRITING
PDX NEXT
Content strategy and copywriting lead for the “local-est airport”
I defined the overarching messaging and narrative framework for the Portland International Airport’s locally sourced new terminal, which opened to rave media coverage in 2024. The framework focused on the voices of local makers and Tribal forestry partners. It came to life in creative work across digital, social, billboards and environmental installations, and a shoot with Portland drag icon Poison Waters.
long form
THEM
After passing away at the age of 92 in March 2023, Darcelle XV left behind a history-making legacy of drag and activism.
UX WRITING
AIRBNB
Digital copywriting for destination landing pages
Both a destination research and extensive UX writing project, I worked with Airbnb to create compelling and SEO-optimized descriptions and guides to dozens of destination landing pages — including national guides and major city guides across North America and Europe.
long form
THEM
What happens when the world’s most powerful search engine suggests transphobic results for nearly every major transgender celebrity? That’s the scoop in this long-read feature, based on months of original reporting.
PLACEMAKING
BLOOMBERG CITYLAB
“He calls himself the leader of a river-lution.”
Long associated with sewage, Portland’s Willamette River has finally been declared safe for recreation. This feature profiles an urban swimming activist who wants residents to test the waters.
destination guide
THEM
“To find these exalted spaces, you need the local intel.”
Them is the award-winning LGBTQ+ media brand from Condé Nast. When the editorial team wanted to launch their inaugural travel package, they enlisted me to shape the approach and execute on a series of 10 guides to queer destinations around the world. I profiled cultural insiders in each city from Drag Race winner Nymphia Wind thoughts on Taipei to Jon Kung’s favorite spots in Detroit.
TECH FOR GOOD
GOOD ON YOU
UX writing for an app helping fashion brands be more transparent
Brand ratings platform Good On You teamed up with FARFETCH in 2022 to launch a first-of-its-kind SAAS tool, Good Measures, to help fashion brands improve both sustainability and public disclosures.
Most simply, I’m a writer and strategist exploring what’s weird and wonderful in tech and modern life. But we live in the era of “content” — yawn, what a boring word — so I’m often introduced as a content leader and consultant.
STRATEGY EXPERTISE
Content strategy
Content design
UX and UI writing
Messaging strategy
Verbal branding
EDITORIAL EXPERTISE
Feature reporter
Top-line editor
Editorial positioning
Editorial planning
Newsletter strategy
Editorial copywriting
TRAVEL AND TRENDS
Travel reporting
Trend consulting
Destination copywriting
Destination branding
LGBTQ+ travel
BIOGRAPHY:
PRESENT TENSE
I’m an American journalist, essayist, editor, copywriter, editorial strategist and off-the-clock poet currently based in London. I split my days between writing for media outlets (often on the intersection of tech and lifestyle, with a rich niche in the travel industry) and strategizing for ambitious clients who want to break away from the pack.
Current projects include the monthly-ish Future of Travel for Condé Nast Traveler; serving as editor-at-large at Good On You; and running ESC KEY .CO, a new media outlet and editorial consultancy I launched in 2025 (psst: you can learn more about what I'm building here).
I enjoy speaking about my own work as well as my work for clients. I’ve been quoted or featured in the Columbia Journalism Review, Vox, Mic, LinkedIn trending news, appeared live on Bloomberg TV, and more. I’ve spoken on plenty of podcasts, conference sessions, and panels (e.g., Condé Nast's Points of View Summit in New York City in 2023 and London in 2024).
Sometimes these collaborations win recognition. Projects I’ve worked on have been honored by the Webby Awards, US Travel Association, AIGA, NATJA, AMA PDX and more. (“I’d first, of course, like to thank my mom for teaching me about life and my dad for teaching me about floppy disks” — see below.)
PAST TENSE
I was raised in the misty hills of the Appalachian Mountains, in the panhandle of Maryland, where I was driving four-wheelers before I got my license. But I'll save those chapters for the book. I'll fast forward to the Pacific Northwest, where my career took off.
Before relocating to London in 2021, I spent nearly a decade in Portland, Oregon, honing my skills as an editorial leader and multi-platform writer. I’ve been a contributor and consultant on launch teams for a range of new verticals at US publications. I was the Portland travel writer for The Washington Post, covering the city’s distinct culture. And I was an early contributor to VICE’s LGBTQ+ section, where my coverage of discrimination in dating apps influenced UX reforms (but everyone still hates dating apps — some things change, some things stay the same). VICE editors named my reporting among the Best of 2017.
I’ve consulted with agencies and national brands (from Airbnb to Adidas). And I’ve led talented, interdisciplinary teams. If I was reading you my resume, I might say something like “I was previously head editor at one of the Pacific Northwest’s top media companies, MEDIAmerica; head of content at Good On You; project lead at SPJ award-winning Oregon Business; and co-founder of a totally failed (but kind of cool) media startup.” Or we could simply connect on LinkedIn — and cringe at corporate memes featuring things some CEO’s 7-year-old absolutely did not say.
My work builds on a foundation in human rights research and civic engagement. I hold my master’s degree with distinction in international relations from the University of Exeter and previously served Human Rights Commissioner at the City of Portland. Sometimes the best insight comes from understanding how systems work — or don’t.
FUTURE TENSE
Maybe you’ll drop me a line? Maybe we’ll talk about hotels in space, large language models eating the internet, or just how to create something cool that'll get people talking and taking action? Say hello. Don’t be a stranger.
I’ll caution you, however, that it’ll be hard to top the highlight of my career: judging a drag competition at the legendary Darcelle XV Showplace in Portland, Oregon in the presence of then world’s oldest drag queen, the late Darcelle herself. It was tens across the board.
Are you ready to hit the escape key, philosophically speaking, on generic approaches to content and content strategy? You'll want to check out a few ways we can work together below.
Both as an independent writer/strategist and through ESC KEY .CO, the new media outlet and editorial consultancy I launched in January 2025, I’m available to collaborate with “innovative” and “disruptive” clients who know the best way to stand out from the pack is to never call yourself that. (Simply email me to check my availability at jd@jdshadel.com.)
HOW WE CAN COLLABORATE
FRACTIONAL CHIEF EDITORIAL OFFICER
EDITORIAL STRATEGY 8-WEEK INTENSIVE
1:1 COUNSEL FOR BUSY SMALL TEAMS
LONG-FORM JOURNALISM
DIGITAL COPYWRITING
Are you ready to hit the escape key, philosophically speaking, on generic approaches to content and content strategy? You'll want to check out a few ways we can work together below.
Both as an independent writer/strategist and through ESC KEY .CO, the new media outlet and editorial consultancy I launched in January 2025, I’m available to collaborate with “innovative” and “disruptive” clients who know the best way to stand out from the pack is to never call yourself that. (Simply email me to check my availability at jd@jdshadel.com.)
HOW WE CAN COLLABORATE
FRACTIONAL CHIEF EDITORIAL OFFICER
FRACTIONAL CHIEF EDITORIAL OFFICER
STRATEGY 8-WEEK INTENSIVE
STRATEGY 8-WEEK INTENSIVE
1:1 COUNSEL FOR BUSY SMALL TEAMS
1:1 COUNSEL FOR BUSY SMALL TEAMS
LONG-FORM JOURNALISM
LONG-FORM JOURNALISM
DIGITAL COPYWRITING
DIGITAL COPYWRITING