Here are some of my recent projects.
A French grocery app localized for an American audience through BRAND MESSAGING DEVELOPMENT, copywriting, SOCIAL & AD campaigns, and CONTENT STRATEGY.
Launching Jow's U.S. Expansion
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- Supported the U.S. launch that grew to 140,000+ users in its first year.
- Established a consistent English-language brand voice and U.S. market positioning.
- Created localized campaigns and educational content that improved customer understanding and engagement.
- Built scalable content processes supporting ongoing creative production.
Outcomes
Collaborated with cross-functional marketing, design, product, and leadership teams to adapt the brand for an American audience. Wrote and localized customer-facing copy across social campaigns, educational content, product communications, and marketing initiatives while developing a consistent U.S. brand identity. Partnered with designers and stakeholders to bring campaigns from concept through execution and continuously refined messaging using customer insights and performance data.
approach
my role: US BRAND & Content Strategist
Jow had built a successful grocery-planning platform in France and was expanding into the U.S. market. The challenge was introducing a product unfamiliar to many American consumers while preserving the brand's personality and adapting its messaging for a new cultural context.
Challenge
Localization • Campaign Messaging • Brand Voice • Copywriting • Cross-functional Collaboration
strategic focus
Developing a creative consulting brand while applying the same strategic approach to website, messaging, and SEO projects for founder-led businesses.
Building Softer Ways Studio
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- Built a cohesive brand strategy supporting consulting services, digital products, and future growth.
- Developed brand from the ground up: positioning, tone of voice, customer personas, brand pillars, and repeatable brand narratives.
- Delivered website strategy, messaging, and SEO recommendations that helped clients improve clarity, usability, and search visibility.
- Created repeatable frameworks for brand messaging, website planning, and content strategy that now guide both internal work and client engagements.
Outcomes
I developed the Softer Ways brand from the ground up, defining its positioning, messaging framework, website architecture, and content strategy before writing every page of website copy and planning its digital ecosystem. At the same time, I partnered with founder-led businesses on website redesigns, messaging refinement, SEO strategy, and information architecture—helping translate business goals into clearer customer experiences. Whether working on my own brand or a client's, my approach focused on asking the same questions: Who are we speaking to? What should they understand first? How can content reduce friction and build trust?
approach
my role: founder, copywriter, & brand strategist
Develop a clear, differentiated brand for Softer Ways while helping founder-led businesses strengthen their own digital presence through clearer messaging, website strategy, and SEO. Across both my own brand and client work, the challenge was rarely just creating content—it was bringing clarity to businesses whose messaging, structure, or digital experience no longer reflected where they wanted to grow.
Challenge
Brand Strategy • Messaging Frameworks • Website Strategy & Web Design • Information Architecture • SEO • Copywriting
strategic focus
Building a premium creative brand through intentional positioning, storytelling, and customer experience.
Stacey Vandas Photography: Brand Case Study
- Built a recognizable premium brand.
- Established an organic marketing strategy centered on SEO and educational content.
- Created a scalable client experience from inquiry through delivery.
- Built systems supporting 30+ client projects annually.
Outcomes
I developed the brand strategy, messaging, website, SEO, educational content, client communications, and visual identity while continually refining workflows and customer experience. Every customer interaction—from inquiry forms to pricing guides to blog content—was designed to reinforce the same values and create consistency across the business.
approach
The wedding photography industry is highly saturated, making differentiation increasingly difficult. My goal was to build a brand that stood apart through thoughtful positioning, authentic storytelling, and a premium client experience rather than relying on social media trends alone.
Challenge
Brand Positioning • Copywriting • Content Strategy • SEO • Creative Direction • Customer Experience
strategic focus
my role: founder • brand strategist • Creative direction • Business Operations
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Translating complex product features into clear customer education, onboarding experiences, and cross-functional content for an EdTech startup.
Swivl: SaaS Marketing & Product Launches
- Supported multiple product launches with customer-facing content that improved onboarding and product adoption.
- Created documentation, training materials, and knowledge resources that strengthened consistency across customer touchpoints.
- Helped establish scalable content processes that improved collaboration between product, marketing, sales, and customer success teams.
- Wrote social media copy & designed educational graphics.
Outcomes
I partnered across product, marketing, sales, and customer success to transform technical information into clear, accessible content for customers throughout the product journey. Rather than treating documentation as a standalone deliverable, I approached every resource as part of a larger customer experience—from onboarding and Help Center articles to training materials and launch communications. This meant organizing information around customer needs, simplifying complex concepts, and creating repeatable content systems that could scale alongside the product.
approach
As Swivl expanded its education technology platform, customers needed clear guidance to successfully adopt new products and features. The challenge was balancing technical accuracy with approachable communication while ensuring product, marketing, sales, and customer success teams shared a consistent understanding of the customer experience.
Challenge
Customer Education • Process Documentation • Copywriting • Graphic Design • Cross-functional Collaboration • Marketing & Content Planning
strategic focus
