Spin: Is there a doctor in the house?

It wasn’t easy, but in this piece I believe I was actually able to make it seem pretty cool that your pricey Ping-Pong Conference Table is probably chipping. And it’s all written in true brand voice. Score!

826NYC + The Brooklyn Superhero Supply Co.

Inventing Superhero products by the dozen, naming them, writing product descriptions, and spray mounting labels onto empty cardboard boxes and paint cans—stocking the Superhero Supply store until the wee hours definitely proved writing’s power to invent a new world.

PERSONIFICATION POP-UP

Putting Yourself Out There: Brand Seeking Love

It’s just like mom always told you: If you really want to meet people, you’ve got to put yourself out there. These Product Personal Ads went out every day of the week—riding shotgun on Poppin’s shipping boxes and cavorting across the internet to work the social media scene.

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Brand to the Bone: Small Print Matters

By sustaining a beloved brand voice through bureaucratic text, a brand can establish a consistent sense of character—which, in turn, can further consumer trust. And the ultimate bonus to so much trust? Forgiveness. A trusted brand voice can more safely deliver the inevitable not-so-great news.

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Finance, Science + My Secret Math Life

Even after nine years proofreading and copyediting at BusinessWeek, money still scares me—but writing about it doesn’t. And I’m no rocket scientist, but I know a couple of them and I love writing about science and editing research.

The Story Is In The Juju

There’s a whole lot of story behind the founding of Juju Supply Co., so it was a challenge to boil down to a mission statement and quick copy sound bytes to beckon a new breed of jewelry shopper. I’m truly honored to have been a part of it!

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Targeted Marketing: Word Choice

Skewing collateral toward a specific segment doesn’t mean that your brand’s character has suddenly gone spineless and pandering, like a teenage social chameleon. With a grip on the brand and its spectrum of positioning possibilities, you can work vocabulary to suit the targeted segment while staying true to brand identity. 

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