Starfish
A strategic branding and creative communications agency based in NYC.
Flash App Onboarding Copy
For Flash, a mobile shopping app that helps users get rewards with every purchase, I revamped the onboarding user journey with simpler, brand-aligned UX writing. This updated copy guided users with ease, boosted confidence in getting started, and made the first steps feel exciting instead of confusing.
Crisil About Page Website Copy
When Crisil, an S&P Global company, went through a full rebrand, I was brought in to write the new About page — one of the highest-stakes pages on the site, since it's the evergreen story of who Crisil is. Rather than leading with résumé-style credentials, I used brand storytelling to shape decades of expertise and trust into a narrative about purpose: not just what Crisil does, but why it matters.
ClaimDoc
Wrote brand-aligned copy for ClaimDoc's rebrand, a reference-based pricing healthcare company, covering website copy, large-format event banners, paid social, and Google Performance Max ads.
Website copy
Event Banners
Event Collateral
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Event Collateral
Social Media Carousel
Innovant Emails
How Chicago Works Email Campaign
New York City Email Campaign
Adams & Reese
Rebranding project for a global law firm.
Internal Launch Email Announcement
New York State Department of Health
The New York State Department of Health launched a campaign targeting immigrants, undocumented immigrants, and other qualifying individuals to enroll in health insurance plans for themselves and their families. We delivered 3 communication directions that highlighted different key messaging points.
Direction 1
This direction leads with the end benefit of "regardless of immigration status." The secondary messaging is "enrolling in low-cost or no-cost health insurance for free."
Organic social media post
Bus shelter ad
Storyboard for video
Direction 2
This direction leads with a call-to-action to evoke a sense of urgency.
Organic social media post
Bus shelter ad
Storyboard for video
Direction 3
This direction leads with the idea that "your health means everything" to connect emotionally with the target audience.
Organic social media post
Bus shelter ad
Storyboard for video
New York State Division of Human Rights Microsite
For the New York State's Division of Human Rights, I delivered copy their microsite as part of their 80th Anniversary campaign. The page below details the division's history and important moments in their purpose to protect the rights of all New Yorkers.
