Selected Work

Case Studies

Brand voice is only as good as its range. One voice reaching across multiple industries and external channels, from a case study made for Retool to an email campaign and founder story for an insurtech to a fabricator's product catalog.

Evolving Retool's Brand Voice

Featured · Unsolicited Study

Retool's current messaging is clear, functional, and developer-centric. However, the primary use of technical jargon without much personality can verge on exclusionary.

Voice and Tone Strategy
Old Voice
  • Helpful & Approachable
  • Developer-centric
  • Jargon-Heavy
New Voice
  • Cool, Confident & Pithy
  • Organizationally Accessible
  • Impact-Driven & Action-Oriented

To build a bright voice that not only grabs attention but keeps it, Retool should employ simple but effective language that stands out across platforms. Pithy and clever (but not so clever that you miss the point). The voice should sound cool, confident, and with a straightforward call-to-action. When I envision someone learning about Retool, I see anyone at a company, from an ops manager to an engineer, understanding exactly what you do and advocating for it to their team.

The Rewrites
A. Homepage Hero
Original
From one great app to operational excellence: Point solutions help you build apps. You change how your business operates with Retool. One platform to manage, orchestrate, and scale everything you build.
Reworked
One great app for operational excellence: With Retool, your processes become bulletproof. Just one platform to manage, orchestrate, and scale everything you build.
The original blurb was a little confusing, as if they were separate thoughts stitched together. I changed the wording for flow and clarity while centering Retool's reliability.
B. Enterprise Risk & Governance
Original
More teams building, no new risk.
Reworked
We give everyone the green light while breaking nothing.
The original line was jargon heavy and "no new risk" can read as passive. The rewrite is easier to comprehend and is very direct.
C. Speed to Production
Original
The Difference: One step from prototype to production. No rebuilds, no handoffs.
Reworked
The Difference: Skip the endless approvals. Get it done in one seamless step.
This new line is impactful and punchier. It identifies the pain-point up front: no excessive buy-in and friction.
D. Modernizing Operations
Original
Beyond legacy limitations. Governed tools that extend your systems.
Reworked
No need to bring legacy baggage along. With Retool, your compliance policies are already part of the code.
There's less dev jargon here, and it's meatier and more relatable in its explanation.
Key Takeaway

These reworked lines are strong enough to stand alone as a hero headline or ad copy across channels. They also maintain a conversational authority that is highly confident and competent without sounding exclusionary.

Wagmo Email Campaign System

Copywriter and Brand Voice
The brief

One brand voice, three very different jobs. A holiday partnership, a Women's History Month moment, and a personal letter from the founder, each meant to turn leads into customers without sounding like an ad.

What I did

Built and held Wagmo's voice across the full campaign, from playful holiday urgency to warm, mission-driven copy to founder-personal storytelling. Wrote the body, the push, and the fine print for each.

"We want to spread holiday cheer to you and your pet this year."

Wagmo BarkBox partnership email
Wagmo Women's History Month email
Wagmo letter from the CEO email

Outcome. The founder's letter was the highest-converting email in the campaign. Exact figure to confirm.

Founder Voice, on Forbes

Ghostwriter and Contributor
The brief

Make brand content that reads like editorial, not marketing, and prove one writer can flex between her own voice and a founder's.

What I did

Wrote a witty, editorial Q&A with Wagmo's founders under my own byline, and separately ghostwrote the CEO's first-person origin story. Two registers, one Forbes masthead.

"Big Dog Energy. That's what we look for."

Startups, Diversity and Big Dog Energy ↗    How I Created Value From the Worst Possible Moment ↗
Forbes EQ feature header

Sharp Signs Product Copy

Copywriter
The brief

Make made-to-order shop products feel worth buying, while still handling sizes, care, and shipping without going dry.

What I did

Wrote the product descriptions across the catalog, from stamps and bookmarks to notebooks and a workshop candle, keeping a warm, witty voice through every practical detail.

"Using a customized library stamp is a classy move."

Sharp Design Co hand-painted signage

See the shop ↗