Symplast – Premium Brand Narrative Across Social Web

Brand Marketing Focus: Narrative development • Brand voice • Integrated messaging alignment

Challenge:
Symplast wanted to strengthen its positioning as a premium brand within the medical aesthetics industry. Their social and email presence felt inconsistent and lacked a cohesive brand story. SMS was also being developed as a new channel and needed a defined voice before launch.

What I Did:

• Rebuilt Symplast’s social media and email voice to reflect a more premium brand identity.
• Developed storytelling structures for LinkedIn, Facebook and Instagram to balance education, value, and emotional trust-building.
• Ensured consistent tone and messaging across all social posts and email touchpoints used in campaigns.
• Co-developed the brand voice and messaging framework for Symplast’s SMS channel, ensuring future messages aligned with the premium brand direction.
• Collaborated closely with product and customer success teams to make sure every channel reflected the same consistent brand voice.

Outcome:
Delivered a more integrated brand identity across social and email, resulting in stronger audience trust and higher engagement. The updated messaging direction also provided a clear foundation for the SMS channel prior to launch, ensuring future texts would match the brand’s premium positioning.

Gordian (RSMeans Data Online) – Brand-Aligned Content

Brand Marketing Focus: Brand Positioning • Messaging framework • Audience clarity

Challenge:
Gordian needed to communicate highly technical construction-estimating concepts in a way that resonated with cost estimators, procurement officers, and project managers — three audiences with different pain points and levels of industry experience.

What I Did:

• Built audience-specific messaging that clarified tone, narrative, and educational depth across blogs, webinars, landing pages and emails.
• Rewrote and restructured long-form content to improve brand clarity, eliminate repetition, and strengthen the user journey.
• Re-optimized older content to reinforce the brand’s authority and drive more accurate SEO alignment.
• Ensured consistent storytelling across each asset, supporting both brand trust and search visibility.

Outcome:
Created a more authoritative and accessible brand presence, which improved engagement, strengthened SEO performance, and positioned RSMeans Data Online as a trusted educational resource for construction professionals.

Florida Ressurection House Messaging Revamp – Brand Voice + Trust-Building Copy

Brand Marketing Focus: Brand Positioning • Website storytelling • Mission clarity

Challenge:
Florida Resurrection House’s website messaging felt unclear and lacked professional tone, credibility, and clear audience alignment. The founder needed stronger copy that communicated mission, impact, and trustworthiness.

What I Did:

• Performed a full brand-voice audit of the website and identified narrative gaps.
• Rewrote core pages with a stronger mission story, clearer value statements, and more compelling donor-facing language.
• Added structural and visual improvements as well as explanations for each edit to support long-term brand consistency.
• Created messaging guidelines that the nonprofit can use across future digital assets.

Outcome:
Delivered emotionally clear copy that significantly strengthened the brand’s legitimacy and storytelling. The nonprofit now has a more solid foundation for attracting donors, volunteers, and community partners.