My Portfolio


Thought Leadership Content: White Papers
The Great Debate: Buy vs Build Rich Text Editors
WHITE PAPER: Created to establish TinyMCE’s thought leadership position in the Rich Text Editing space.
First in a series of related white papers.
The white paper is framed around a persuasive narrative, that proposes buying third party RTE components and assembling them into a flexible tech stack, lowers costs/complexities, improves developer velocity and speeds implementation through APIs.
The white paper uses a fractal story structure – each section is a microcosm of the whole argument – and carries its own argument (in and of itself) that justifies why to buy TinyMCE.
Layered together, all the sections outlines the the big-picture strategic narrative of TinyMCE.
Opportunity Cost of Technical Debt: Minimize Your Rich Text Editor Development
WHITE PAPER: Second in a series of related white papers.
The white paper is framed around a persuasive narrative, that proposes buying third party rich text editor (RTE) components and assembling them into a flexible tech stack avoids the accumulation of both technical debt and product design debt that occurs when you decide to build your own RTE.
As with Build vs Buy, the white paper uses a fractal story structure, with each section (and the overall white paper) carrying its own argument that justifies the proposition/argument of why to buy TinyMCE.

Messaging & Voice

Tandem Corp - Rebrand & New Messaging
Tandem was the rebrand of ISG Management. A bold new brand narrative was created – one that better reflected the brand’s new core values and purpose.
A new tone-of-voice was established, along with brand assets such as a brand book, new website, executive profiles, and other internal assets, to relaunch the brand for new growth.

Tecala - Brand Book & TOV Guide
Their brand values were codified and new brand assets created – including a brand book and tone of voice guide that repositioned the brand for strong growth.

Enabld - Relaunch & New Messaging
A new narrative was created, as well as new tone-of-voice, brand book, pitch decks, sales brochure and website.

Datisan - New Narrative & Messaging
New brand assets were created, including a website and capability document that positioned the brand for strong new growth.
Messaging created for…






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Copywriting

SEO Focused Microsite & 8-Page Blog

Website Copywriting & Information Architecture

Award-Winning Company Submissions x 2
The submission was lauded by the judges as “the best” they’d ever seen.
2017 New Zealand Hire Industry, the Gold Hire Excellence Award.

Brand Refresh - New Capability Statement

Case Studies x 17 - Rewritten & Redesigned

Landing Page - Accessibility Checker Microsite

Landing Page - Upgrade to TinyMCE 6 Campaign

Content Writing & Strategy

Articles, Blog Posts & Thought Leadership Content

Kennards Hire - Brand & Culture Magazine

Thought Leadership: Original Research Reports

Infographic/Decision Tree

Blog Articles: Brand Awareness Campaign/Collaboration

Magazine/Print Articles: Ghostwriting
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