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.