This is where the thinking happens before anything ships. These projects focus on positioning, narrative, voice, and messaging systems designed to scale across diverse channels and verticals.
If you’re looking for deeper technical or product storytelling, find that here.
Global investment firm Goldman Sachs brought me on at a very interesting time, as they were in the early stages of launching a brand-new initiative.
The challenge was to build a new service platform, Advisor Solutions, from the ground up for BAs and RIAs seeking independence and growth.
The CHALLENGE.
Strategy & Leadership: Directed full-funnel messaging strategy, voice, and tone decisions while leading weekly cross-functional strategy sessions. Ensured alignment with Goldman Sachs’ high brand standards. The bulk of the work involved weeks of close collaboration with a team of experts.
Execution: Produced all content assets, from conceptual outlines to finalized copy, iterating in real-time as initiatives evolved. Oversaw editorial quality and brand consistency across all channels.
the work.
THE RESULTS.
Delivered a comprehensive, scalable platform launch that empowered advisors, drove engagement, and positioned the firm as a forward-thinking partner in wealth management.
Intuit Inc. (parent company of Mailchimp, Quickbooks, TurboTax, and more) needed a complete overhaul of its DEI webpage to reflect its commitment to equity and inclusion.
The CHALLENGE.
Strategy & Leadership: I led the project from discovery through execution, developing a holistic content strategy that closely aligned the brand voice with their DEI values. I collaborated directly with Intuit stakeholders to capture the vision, ensuring the brand messaging resonated consistently across audiences.
Execution: Wrote and edited new compelling, refreshed copy after designing a cohesive content map + structure, guiding cross-functional teams through multiple revisions until we reached (close) perfection.
the work.
We launched a polished, engaging DEI hub that strengthened Intuit’s brand authority in the market, setting a fresh standard for corporate DEI communication.
THE RESULTS.
OnePay (formerly ONE)—a neobank financial services platform that provides alternative banking solutions for the future of DeFi—needed a fresh, engaging content experience to communicate its mission and connect with diverse audiences beyond crowded digital spaces.
THE CHALLENGE.
Strategy & Leadership: I led content strategy and messaging, collaborating cross-functionally with design and legal teams to ensure the brand’s voice was authentic, consistent and compliant. We then developed a roadmap to integrate storytelling across all channels.
Execution: Created punchy, yet high-impact copy, structured content/strategy for maximum engagement, and generated enhanced content guidelines for future growth. The below is one micro promo ad that lived in print for one of the biggest retailers on the planet: Walmart.
THE WORK.
Published an immersive, consumer-centric experience that amplified ONE’s mission, increased consumer engagement, and structured a framework that sets the tone for future campaigns.
THE RESULTS.
Hype Group is a boutique branding agency in Florida. Their client, growing healthcare practice Align Foot & Ankle, needed a clear brand narrative, consistent voice, and strategic messaging foundation.
They needed something that could support growth, trust, and long-term clarity in a competitive healthcare space. They do very good work, but they lacked the basic brand consistency that affects how a brand shows up in the digital world.
THE CHALLENGE.
Strategy & Leadership: I led the brand messaging and narrative strategy on a small collaborative team, defining how Align should sound, what it should stand for, and how its story should be structured. My focus was on building a clear, scalable framework that aligned internal stakeholders and established a strong external presence.
Execution: I developed and wrote all written components of the Brand Foundation deck — including voice and tone, positioning language, and messaging structure — building an actionable strategic system that could guide design, content, and future marketing efforts.
THE WORK.
The final deck serves as Align’s strategic backbone. We built a focused, flexible brand foundation that clarified positioning, unified the team, and created a durable framework for future growth.
*This foundation later supported the creation of the live website and its broader digital presence, solidifying consistency across all touchpoints.
THE RESULTS.
Miss Black North America needed an online hub to celebrate, support, and inspire Black women in pageantry.
THE CHALLENGE.
Strategy & Leadership: Led strategy sessions with the founder, establishing voice, tone, and brand design guidelines to ensure consistent messaging.
Execution: Collaborated closely with design to produce an engaging digital experience and a detailed content playbook, aligning elevated storytelling and visual design.
THE WORK.
We developed a vibrant, accessible platform that amplifies MBNA’s mission, expands community engagement across the digital world, and sets a future framework for continued brand growth.
THE RESULTS.
Lightstream, the consumer lending division of Truist Bank, saw an opportunity to tap into State Farm’s consumer market to identify any potential needs for LightStream’s newest products and services.
State Farm wanted to modernize its digital presence while making complex insurance concepts clear and digestible for broader audiences.
So, they joined forces to launch a successful partnership. Next, they needed a place to funnel the traffic gained as a result of the paid promo campaigns.
THE CHALLENGE.
So, we created a landing page for them. A one-stop hub that gave interested leads the additional answers they were looking for.
Strategy & Leadership: Led the full content strategy and voice development, creating frameworks to translate technical insurance products into accessible messaging. Directed collaborative workshops with marketing, stakeholders, legal teams, UX and design teams.
Execution: Produced industry-responsive web and email copy, UX-focused microcopy, and strategic campaign messaging while staying aligned with existing (and well-established) brand voice and regulatory standards.
THE WORK.
THE RESULTS.
Launched a cohesive, multichannel campaign that improved customer comprehension, strengthened brand trust, and streamlined communication across platforms.
THE challenge.
Strategy & Leadership: Led UX copywriting strategy in a cross-collaborative effort between the Experience Design team, UX/UI copywriters, animation, and graphic designers to bring the vision to life.
Execution: Crafted microcopy and guidance flows that simplified complex financial processes and maintained brand consistency across multiple touchpoints.
THE WORK.
Rolled out an intuitive, high-impact feature that improved user adoption, enhanced the overall experience, and expanded OnePay’s global service capabilities. Below, peek into the customer’s journey as they navigate the new feature.
