Brand Voice & Strategy

The Core Language Your Business Is Built On.

Project: Columbus Fashion Alliance

Project type: Website copy + brand voice development

The Problem
A city's entire fashion ecosystem was operating in silos. The CFA was the connector, but its language was corporate and cold—it wasn't capturing the energy, the community, or the opportunity.

The Solution

I partnered with CFA to develop a new messaging framework and write the copy for their redesigned website. My goal was to replace jargon with storytelling — turning “program descriptions” into real-world invitations to create, collaborate, and grow.

• Conducted stakeholder interviews to uncover CFA’s tone and mission language

• Built a new brand narrative centered on community, creativity, and accessibility

• Wrote copy for every section of the site (homepage, about, membership, and initiatives)

• Worked alongside the design team to ensure visuals and messaging aligned seamlessly

The Result

The new website feels like CFA: energetic, inclusive, and purpose-driven. Visitors immediately understand who CFA is and how to get involved — whether they’re emerging designers or established brand owners.

Impact highlights:

• Increased average session duration by 32% in the first month after relaunch

• Doubled newsletter sign-ups within the first quarter

• Positive feedback from community members who finally “saw themselves” in the messaging

Project: Abbott Laboratories - FlexKIT

Project type: Web & curriculum copy refresh

The Problem:
Abbott’s sales representatives needed a modern way to showcase product information during meetings with healthcare professionals. Their existing sales materials were scattered across multiple systems, making it difficult to present consistent, compliant messaging in real time.

My Solution:

I contributed to the ongoing development and maintenance of FlexKIT—a digital “details bag” used by Abbott’s pharmaceutical sales team. The platform housed more than 600 customizable presentation assets that could be streamed online or downloaded for offline use.

• Wrote and updated product descriptions, slide copy, and instructional text

• Supported design refreshes to improve flow and clarity across user interfaces

• Ensured that new and revised content adhered to brand and regulatory standards

• Collaborated with cross-functional teams to maintain consistent tone and accuracy

I contributed to the ongoing development and maintenance of FlexKIT—a digital “details bag” used by Abbott’s pharmaceutical sales team. The platform housed more than 600 customizable presentation assets that could be streamed online or downloaded for offline use.

• Wrote and updated product descriptions, slide copy, and instructional text

• Supported design refreshes to improve flow and clarity across user interfaces

• Ensured that new and revised content adhered to brand and regulatory standards

• Collaborated with cross-functional teams to maintain consistent tone and accuracy

The Result:
FlexKIT became a trusted, long-term resource for Abbott representatives to deliver seamless, on-brand presentations across multiple therapeutic areas.

Impact highlights:

• Improved usability and content clarity for more efficient rep-to-physician presentations

• Strengthened Abbott’s ability to maintain compliance across hundreds of product assets

• Supported successful rollout and continuous updates over several years

Project: Protein2.0

The Problem:
The protein drink market is loud and crowded. Every brand shouts about muscles and grams. Protein2.0 needed to stand out not as another fitness product, but as a smarter choice for everyday life.

My Solution:
I built a brand voice that speaks to clarity and results, not just bulk. The copy is clean, confident, and focused on the feeling—the ease, the hydration, the simple act of giving your body what it needs without the chalky aftertaste or the aggressive gym-bro energy.

The Result:
A brand identity that cuts through the noise. The language positions Protein2.0 as the intelligent, modern choice, attracting customers who want results without the complexity.

Project: Moving Beyond

The Problem:
Their message was stuck in clinical language. It described the process but completely missed the feeling—the relief, the clarity, the freedom.

My Solution:
I wrote copy that speaks directly to the person behind the pain. Simple, direct words that focus on the transformation, not just the theory. It’s the conversation you wish you could have about getting unstuck.

The Result:
A website that now connects instead of just explaining. Potential clients feel seen from the first sentence, which turns hesitation into action and builds trust from the very first click.