Hi Apple, I’m Jeff.
For the last 20 years, I’ve been turning complex ideas into vivid text for clients like UCLA Health and, well: you!
Teledyne Imaging
I love taking complex technical information and transforming it into compelling copy. For Teledyne Imaging, I condensed complex technologies into feature articles about the bleeding edge fields where Teledyne’s imaging equipment is helping scientists make . Avoiding a promotional tone, the articles were designed to bolster credibility and increase organic site traffic.
Working closely with my editor to develop the pieces before diving into the research, I pored over articles and abstracts before our collaborative revisions and subsequent research dives. Finally, we engaged Teledyne’s experts and stakeholders for feedback and further information.
Headlines!
Why bother with body copy when you’ve got a great headline?
UCLA Health
Working with Cult, a Calgary-based agency, I wrote a variety of targeted key messages for digital and display placements throughout LA.
Our headlines were designed to match value propositions with audience segments, often while coordinating with content calendar events like open enrollment period. UCLA Health’s style guide demanded a fine balance between their instructional, broad tone with and subtle hints of personality.
Reviews began internally with my creative director, followed by presenting the work to stakeholders. The results were usually implemented with minimal rewrites.
Apple (i.e. You)
Working with Apple’s Marcom department (that’s you!), I wrote buy flow instructions and site copy to introduce iPhone carrier financing on apple.com.
As a writer on a multidisciplinary UX team in Critical Mass's Calgary office, I collaborated with art directors and UX designers to keep the text and design unified. Our team was embedded in Apple's Marcom department (remember?), participating in weekly reviews with creative, technical, and legal leads. As a UX writer, I independently consulted product experts to find existing documentation and produce new content to fill any gaps.
From internal briefings to bug tracking and fixes, I kept the information straight and the content clean.
