Brand & Identity Writing
Communicating a brand's voice is a dynamic process. It is a collaboration between strategic goals, organizational values, and the written format. I enjoy listening closely, planning carefully, and then weaving all three together into a compelling product.
Helix Ads
I am a central strategic and creative lead for Helix Bar Review’s marketing and messaging. As a relative newcomer in its fourth year, Helix occupies a unique position as an online education-technology platform entering a market with legacy providers that benefit from deep institutional ties.
Helix NextGen
Campaign: Helix 2024 | November 2024
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Helix Webpages
Hear from Helix students about their experiences with our suite of superior bar review resources.
Helix Bar Review
Active learning methods, personalized control of your bar prep journey, and expert support throughout – master the skills to pass the NextGen Uniform Bar Exam with Helix.
Helix UBE
Helix is the new standard in comprehensive bar review. With innovative learning methods, an expertly optimized curriculum, and unparalleled personal support, Helix UBE is your partner in bar success.
Video Writing
The NextGen UBE is coming. Follow the leader: step into the future of bar prep with Helix.
Bar Review Designed to be Completed
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Prep to Pass the Bar with Helix
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Organizational Storytelling
I took initiative to construct messaging architecture for Helix so we can better focus our efforts and relay our unique offerings – personal relationships, greater value, innovative curriculums – to our audiences of law students, law school administrators, and law firms. I have developed comprehensive creative in line with this messaging: emails, social, advertising, blogs, and website.
Jump by Flow
Jump by Flow is a digital equity program that aims to improve access, affordability, and digital literacy across the Caribbean. I have done several projects for them, including this Op-Ed piece written for the Vice President & General Manager of Flow Jamaica, Stephen Price, and this flier to expand the program throughout St. Lucia.
PASL Brochure
The Philadelphia Academy of School Leaders is a non-profit devoted to developing and equipping principals and school leaders. As the lead copywriter, I conducted a creative discovery session with the client, developed a creative brief and project tracker, collaborated with the lead designer, and presented the project through several rounds of review and revisions.
Athena Employee Bios
In professional services, the people and their expertise are the product. When we overhauled the Athena website and brand we revised and updated all employee bios. I conducted competitor research, concepted the layout, content, and tone. I created and manage a system for writing all new hire employee bios, and I write Senior Leadership Bios when relevant.
Views from 15th Street
The Athena Blog, Views from 15th Street, exists to amplify the company brand, promote thought leadership, and further business development and employee recruitment. From initial concepting and competitor research, to naming and messaging, content strategy, quarterly editorial calendars, editorial oversight, and writing on behalf of others, I have been comprehensively responsible for Views from 15th Street.
Social Media Samples
Whether one-offs or months-long campaigns, I have an expertise in email marketing. Campaign planning and scheduling, coordinating between departments, drafting emails that communicate clearly with effective CTAs, and reviewing metrics while A/B testing for constant improvement are all part of my process.
