I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.
I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.
Community.co — case study
Simplified a complex, community-driven platform into a clear, conversational experience—shifting the focus from how it works to what you gain.
Client: Community.co | Role: Contract Creative Director (Brand Voice & UX Writing)
Project: Brand voice, messaging strategy, and full website rewrite | Platform: Web
The Challenge
Community.co offered paid access to curated professional networks—connecting members to influence, opportunity, and growth. But the brand and website were weighed down by B2B jargon, abstract language, and an unclear value proposition.
Core challenge:
How do you make an intangible, network-based product feel clear, human, and genuinely worth joining?
Overview
Client: Community.co Role: Contract Creative Director (Brand Voice & UX Writing) Project: Brand voice, messaging strategy, and full website rewrite Platform: Web
Insight
People don’t join platforms—they join possibilities.
To resonate, the experience needed to shift from explaining structure to expressing outcomes: connection, access, and influence.
Approach
We transformed a complex, jargon-heavy model into a clear, human-centered narrative.
- Voice & Tone: Conversational, confident, and accessible
- Messaging: Outcome-driven, not feature-driven
- Structure: Simplified to guide users from curiosity to understanding
- UX Writing: Designed to reduce friction and cognitive load
Every element was built to make the product feel tangible—and worth engaging with.
The Idea
Business moves at the speed of community.
Long before “community” became a buzzword, Community.co built a platform designed to unlock it—making access to people, opportunity, and influence feel simple, human, and scalable.
Execution
Website: The Core Experience
Rewrote the full website to create clarity, consistency, and narrative flow across all key pages.
Homepage: First Impression
- Clarified positioning and value proposition
- Improved content hierarchy to support conversion
- Reduced ambiguity and cognitive load
Platform Page: Making the Model Tangible
- Translated the C2 (community-to-community) model into clear, intuitive language
- Shifted focus from structure to user benefit
- Introduced a more guided, digestible narrative
About Page: Humanizing the Brand
- Replaced generic company language with a mission-driven story
- Built emotional connection and credibility
Team Page: Personality & Approachability
- Introduced more authentic, human copy
- Made the brand feel accessible and real
Why It Worked
- Replaced abstract, B2B language with clear, human communication
- Shifted focus from platform structure to real-world outcomes
- Made an intangible product feel tangible and relevant
- Reduced friction across the user journey through clarity and structure
- Established a scalable voice and messaging system
How It Performed
- Elevated brand perception from generic B2B startup to a differentiated, human-centered platform
- Improved clarity of offering—making it easier for prospective members to understand and engage
- Created a scalable voice and messaging foundation for future marketing and growth
- Strengthened consistency across the user experience, reducing friction and cognitive load
Conversion Rate
+40%
driven by clear value prop and simplified messaging
Homepage Bounce Rate
-25%
indicating stronger first-impression clarity
Avg. Time Spent on Site
+30%
indicating stronger first-impression clarity
User Understanding of App Value
+40%
educational content helped improving user understanding
Return Visits
+15%
signaling stronger resonance and interest
CONTACT
I’M ALWAYS OPEN TO NEW OPPORTUNITIES
As you can see, I rarely say no to a new opportunity that comes my way. Whether you’re needing a freelance creative director or copywriter, or an expert to come in and train your content or your GTM team, I’d love to hear from you, so please reach out. I’ll get back to you as soon as humanly possible.