Created as part of a pre-launch campaign during the early days of COVID, this printed piece uses visual metaphor and concise language to build excitement and emotional resonance around a new product. I developed the concept of “soft-skills superheroes” to reflect the heightened cultural moment and to acknowledge healthcare workers as everyday heroes. The visuals carried much of the narrative weight—introducing key competencies in an energetic, optimistic way—while the accompanying language reinforced recognition, encouragement, and community. Designed for educators and employers, the piece demonstrates how imagery and tone can be used together to drive engagement, foster morale, and create anticipation ahead of a product launch.

Walmart's internal site highlights my skills in writing structured, instructional content for a defined audience - in this case, Walmart's pharmacy technician associates. I focused on clarity, hierarchy, and tone to guide readers through complex information such as training pathways, certification steps, and professional development resources. The writing balances encouragement with practicality, ensuring accessibility for users at varying stages of their careers while maintaining a cohesive narrative across digital touch points.

This project demonstrates my ability to write for dual audiences with different needs and expectations. Walmart's need was developed within a B2B framework, the content was written to speak directly to individual end users - technicians in their pharmacies - requiring careful shifts in voice, tone, and address. I focused on balancing institutional clarity with conversational, reader-centered language so the material felt both authoritative and approachable. The work highlights my skill in navigating layered audiences, adapting language to maintain accessibility, relevance, and engagement across contexts.

This project encompassed the development of an entire brand identity, including the company name, mission statement, and website copy. I used language intentionally to establish trust and approachability within a high-stakes subject area, focusing on clarity, tone, and narrative consistency. The writing incorporated themes of tradition, heritage, and history—elements chosen deliberately to resonate with the target audience and reflect the founder’s Scottish heritage. These narrative cues helped communicate credibility while softening formality, allowing the brand to feel both established and personal. The project highlights my ability to shape voice and meaning across multiple brand elements to create cohesion, accessibility, and reader confidence.

Developed for a product launch, this piece combines concise language with visual storytelling to communicate a complex and unfamiliar concept clearly and efficiently. The script was intentionally restrained, focusing on essential ideas and carefully paced phrasing that worked in tandem with visuals to reduce cognitive load and support comprehension. By aligning minimal text with supporting imagery, the video demonstrates how precision in language, when paired with visuals, can make complex information accessible and engaging for a broad audience.

A concept board created for an ideation session with McDonald’s, emphasizing flavor innovation, ingredient storytelling, and the role of naming and description in driving the performance of limited-time offers.

Designed to communicate a single value proposition to three distinct audiences with different motivations and priorities, this project required a storytelling approach that could operate on multiple levels at once. Rather than relying on dense explanatory language, I used video as the primary medium and shaped the script to lean on visuals to carry meaning, allowing each audience to interpret relevance through imagery, flow, and emphasis. The written language was intentionally restrained, providing structure and clarity while leaving space for visuals to convey nuance. This approach demonstrates my ability to solve complex communication challenges by aligning narrative strategy, medium, and audience needs.