“We’ve had early success. Where do we go from here?” This was the question we were brought on to answer. How does brand strategy lead to internal alignment and future clarity? Here’s one example — including some before and after.
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What makes a case study compelling? And how can they be produced in an efficient manner? Drawing from my experience writing case studies for Google, YouTube, McDonald’s, The Trade Desk, Samsung, Modbar, Zendesk, Old Navy, and Alteryx, here are a few thoughts on case studies.
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In the past year, Flexport has been named a most influential company by TIME Magazine, a most innovative company by Fast Company, a top Y-Combinator company by revenue, a top 30 private company in enterprise tech, and the number one Disrupter on CNBC's Disrupter 50 list. Their latest $935M funding round brought Flexport's post-money valuation to over $8B.
Recently, I had the good pleasure of rewriting their homepage.
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A brand-new product page for a high-profile brand in a competitive industry required a three-part approach: SEO research, UX (a fancy way to say what goes on the page where and how will a real person interact with it), and copywriting. I share plenty of before and after pictures in my breakdown of this one.
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How do you launch a brand? What does the website require? How do you come up with what to say? How do you lead a project such as this — gaining consensus, keeping alignment, and coordinating with everyone along the way? Here’s one example.
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We wanted to find a fun way to say thanks to all our friends, clients, and colleagues this year. So, I put my best people on it (my kids!) and they wrote this simple short story for you. Can persuasive writing save Christmas? Keep reading to find out!
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Two days and two emails for a brand I’d never worked with before. This is a short story about YouTube Shorts and how to quickly get up to speed.
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The Trade Desk is a publicly-traded company that is doing extremely well taking on the “walled garden” advertising titans like Google, Facebook, and Amazon. They are a major disruptor and currently sit at a $31B market cap. I worked with their internal creative teams on an extended freelance contract. I’ll use this post to share a summary of my time there.
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Once again working with the wonderful Toaster team, I was called in to the EcoR1 Capital project late, after several previous rounds of design, copy, and strategy had already been done. Here’s the process I took, as well as the finished product.
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At the end of 2021, I received a call from ACC about getting my help last-minute with an upcoming campaign that would feature NFL QB Justin Herbert. They had never worked with a freelance strategic copywriter as they typically operate more as a PR team than an advertising agency.
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The past couple years have taken their toll, especially on the employees from certain industries. Delta Airlines wanted to show their employees how much they are cared for and make sure they knew about all the resources available to them.
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I worked alongside the talented and enjoyable Toaster team to refresh Flexport's design and messaging across their website. Shortly after the work was completed, Flexport announced a $935M Series E raise.
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Potentially the toughest project I’ve ever been a part of. We needed to develop a new growth strategy to reach college level educators. Most of the pieces (content, web, CRM) were missing and an entrenched way of thinking stood in the way.
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It’s been a busy several months to end the year. This post is a quick recap and then a visual gallery of some of the wireframing and copywriting I’ve been able to do.
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Over the course of a month, I supported three different Facebook teams on a variety of projects. This is a quick look at each of them.
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One of the benefits of working with a strategic copywriter is that they can help you bring abstract ideas and concepts to life. Here is one such example.
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This project involved new personas, a content model, wireframes, and copywriting in an industry that demands high conversion landing pages. I’ll walk you through the specifics.
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This is not a post to overwhelm you with complex terms and software choices. This is simply a look at one example, from start to finish.
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Our aim is alignment and clarity. These three visual representations can quickly communicate complex ideas and help to bring multiple parties onto the same page, especially if these parties work on different teams, or when working between agency and client.
I’ll give a quick definition of each of the three and then share a few examples.
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A website redesign for a site with 30+ million annual users. Based on my review of the data, I thought the user flow needed to change. A year later, did the change end up working out, or not? This is the story of that project.
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