Work Samples
Across my work I love excavating the simplicity in the nitty-gritty, the poetry in the mundane. I thrive working across sectors, products and audiences.
Here’s a sample of some of my past work:
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Role: Lead copywriter + project manager
Audience: Consumers
Need: How can Culdesac, a start-up building the first car-free neighborhood from scratch in the US, communicate the benefits of its car-free development philosophy in relatable human terms to both new and existing consumers?
Outcome: A blog with complementary graphics that illustrates the opportunity costs of prioritizing empty parking lots over better uses like parks and open space, community programming, small local business pop-ups, and multifamily housing.
Role: Copywriter + project support
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Audience: Consumers, Community
Need: How can Culdesac elevate and introduce the transformative power of alternative mobility – moving through the world without a privately owned vehicle – at the heart of its mission and product to new and existing consumers and partners?
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Outcome: A dynamic video featuring a wide array of employee, community, and partner voices celebrating the power and local feasibility of mobility in Tempe, AZ and beyond.
Role: Lead copywriter
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Audience: Consumers, Investors, Community
Need: How can Culdesac keep consumers, allies, investors and community partners updated on the multi-year development journey?
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Outcome: A monthly newsletter featuring snapshots of the most exciting Culdesac developments from construction milestones and community-building events to special programming and calls to action.
Role: Lead copywriter + project manager
Audience: Consumers
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Need: How can Culdesac introduce and articulate its high desert, climate-informed plant philosophy to future residents, potential consumers, community partners, investors and fans?
Outcome: An illustrative and informative blog post that pairs copy with colorful graphics to illuminate the myriad benefits of Culdesac’s climate-conducive landscaping strategy to residents, community members and beyond.
Building a Culture of Health begins at home
Role: Supporting copywriter + researcher
Audience: Internal Foundation employees, External Partners
Need: How can the Robert Wood Johnson Foundation reinvigorate its institutional guiding principles to reflect and support its new vision for a nationwide Culture of Health?
Outcome: New guiding principles both aligned with the Foundation’s mission and created with employee and board-wide collaboration and buy-in.
A compass rose for reproductive wellbeing
Role: Lead copywriter + researcher
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Audience: Government, Non-Profits, Public Health Practitioners
Need: How can Power to Decide synthesize, scale, and share the best local practices and systems insights of a national expert panel working on reproductive well-being?
Outcome: A complete working draft of a reproductive well-being place-based toolkit featuring 5 action areas and key strategic considerations based on extensive input from national practitioners, advocates, and researchers. Power to Decide continues to iterate and scale this toolkit today.
Role: Supporting copywriter + project management
Audience: Community, Consumers
Need: How can Culdesac introduce itself and its vision for a transformative redevelopment to a historically underserved community as a springboard for an extensive community engagement process?
Outcome: A human-centered community engagement deck centered on Culdesac’s unique value proposition to communicate the local opportunity and vision; ultimately a kickstart for a broader community engagement process.
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Once upon a time: storytelling for investors
Role: Lead copywriter + project manager
Audience: Investors
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Need: How can Culdesac convey a new site’s unique value proposition while telling a compelling story in business-oriented language?
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Outcome: An extensive
investor pitch deck designed for multiple speakers and audiences across the capital stack that balances human and business language to raise capital for a deal worth hundreds of millions of dollars.
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Note: Due to an NDA, I am not at liberty to share this pitch deck. However, I can discuss the pitch deck creation process in further detail.