Most brand problems
are writing problems.
I've spent fifteen years solving them for Lincoln, SoundCloud, Goldman Sachs, and Pepsi. I've led campaigns that won awards and built brand voice systems that probably should have. Lately, I train machines to follow them.
Lincoln Motor Company
Five years building one voice and defending it across every surface and every market.
J.D. Power manufacturer website ranking: 16th to 6th in twelve months.
AREA15
Forty-plus attractions, each its own brand, all had to sound like one place.
Thirty pages, ten weeks, one writer.
SoundCloud Go
I wrote the brand voice, then used it to ask 175 million free users to start paying.
First dedicated writer in the company's history. The voice is still running.
Goldman Sachs Private Wealth
A voice and content system for a platform serving clients with $10M+ in investable assets.
Written to survive compliance and still sound like a person.
Air Co.
Brand voice, manifesto, and taglines for a vodka distilled from carbon pulled out of the air.
Fast Company Top 10 Product Launches. Stocked at Michelin-starred restaurants.
Pepsi Refresh Project
First writer on the platform that redirected Pepsi's $20M Super Bowl budget into public grants.
87 million votes cast. Pepsi went from #16 to #5 among America's most reputable brands.
Four Seasons
I built the editorial framework for the rebrand and reported the stories that filled it.
30+ properties, dozens of languages. International Design Awards: Gold.
This is a very small sample of a very large body of work. If you want to see a particular type of project, writing style, or sector, I'm sure I have something to show you. Just ask.