M1 · Brand voice
Brand voice as infrastructure
I turned a brand voice into a learning, growing Claude skill. I call it the emilybot.
Copywriting
Copy that sounds just right
Design shows you the brand. Copy makes it sing. I love working with designers to pair the right words with the right visual.
What I bring to the table
Brand voice
Nailing down the way your brand sticks in our ears.
Video & TV
Short or long, ads or how-to’s. I can concept, storyboard, and script.
Digital
Marketing sites, App Store pages, onboarding flows, in-app copy, UX/UI.
Direct response
Written to be measured, tested, and to beat what’s winning.
Editorial services
Editing, proofreading, and an honest read on whether it’s working.
Taste
I have strong, clear opinions. That’s why I’m useful.
Brand voice
Product
M1 · Web
Marketing site copy
The landing page is the front door for a brand. This is M1’s.
M1 · App Store
App Store screens
Twelve screens scrolled through in seconds to understand a brand. Product visual is the nail, copy is the hammer.
eDrop-Off
Luxury resale product copy
Handbags, jewelry, hats, and scarves I inspected by hand. High-volume bespoke product copy.
Video
“Bull”
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.
“Yield”
Bank ads are full of abbreviations. So this spot spends its 15 seconds defining one with animation. Since the metaphor does the explaining, the copy can stay short.
“Decimal Dust”
Big banks have low savings rates. But the main reason people stay is inertia. We needed these people to visualize the difference between 0.01% and 5.00%. Do the math.
Direct response
Humana
Medicare PPO acquisition
Annual Enrollment Period mail. Every claim went through compliance review, and every sentence still had to earn the one after it.
Humana
Medicare Advantage control buster
A member-facing dental test package, written to go up against a control that had been winning for a long time. It won.
Fundbox
B2B acquisition campaign
Small-business lending, addressed to owners who were already drowning in mail. The envelope had to do most of the work.
The Hartford
AARP Magazine space ads
Insurance in a single page, for readers who appreciate you speaking to them like adults.
Consumers Energy
Appliance plan retention
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
New mover self-mailer
Written to reach people during the two-week window when they're actually willing to switch providers.