Copywriting
Design shows you the brand. Copy makes it sing. I love working with designers to pair the right words with the right visual.
01
Always loaded
Loaded per task
Email · Push · In-app · Banners · Web · Blog · UX microcopy
M1 · Brand voice
I turned a brand voice into a learning, growing Claude skill. I call it the emilybot.
02
M1 · Web
The landing page is the front door for a brand. This is M1’s.
M1 · App Store
Twelve screens scrolled through in seconds to understand a brand. Product visual is the nail, copy is the hammer.
eDrop-Off
Handbags, jewelry, hats, and scarves I inspected by hand. High-volume bespoke product copy.
03
The market had been ugly for a while, and as an investing app, M1 couldn’t ignore that. But the thing about long-term investors? They keep at it. That’s what M1’s all about: the long-term mindset, even in market slumps. This spot captures that.
Bank ads are full of abbreviations. So this spot takes that 15 seconds it has to define one of those using animation. Since the metaphor does the explaining, the copy can stay short.
Big banks have low savings rates. But the main reason people bail on them is simply inertia. We needed these people to visualize the difference between 0.01% and 5.00%. Do the math.
04
Humana
Annual Enrollment Period mail. Every claim went through compliance review, and every sentence still had to earn the one after it.
Humana
A member-facing dental test package, written to go up against a control that had been winning for a long time. It won.
Fundbox
Small-business lending, addressed to owners who were already drowning in mail. The envelope had to do most of the work.
The Hartford
Insurance in a single page, for readers who appreciate you speaking to them like adults.
Consumers Energy
A retention campaign across mail, email, and digital. Previously, new customers signed up and never heard another word until something went wrong. Now they got a year-long welcome package.
IGS Energy
Written to reach people during the two-week window when they're actually willing to switch providers.