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Trupo
Social posts for Trupo, the first short-term disability insurance for freelancers.
Roles: Writer, Art Director, Creative Director
Trupo
Social posts for Trupo, the first short-term disability insurance for freelancers.
Roles: Writer, Art Director, Creative Director
Trupo
Social posts for Trupo, the first short-term disability insurance for freelancers.
Roles: Writer, Art Director, Creative Director
Trupo
Social posts for Trupo, the first short-term disability insurance for freelancers.
Roles: Writer, Art Director, Creative Director
Writer/Creative Director
FinLync
FinLync had a powerful product but a jumble of messages. I wrote the brand strategy, messaging platform, and investor deck, turning a suitcase full of value props into a sharper, more coherent story built around harmony, simplicity, and transparency. The result was a brand that could explain a very technical ERP product in clear business terms, and a presentation strong enough to support a $40 million raise.
Investor Deck
Collateral
NYDIG: Institutional Bitcoin Management
NYDIG is the world's largest Bitcoin custodian, providing Bitcoin services, infrastructure, custom BTC-focused instruments, and compliance services to financial institutions and companies of all sizes. Their ultimate goal is not to concentrate financial power, but to make Bitcoin more accessible to everyday people.
I was the Creative Director on the copy side of the account for 2 years. I collaborated closely with the client and wrote print ads, a ton of digital display and social, audio ads, sponsorship messages, OOH, and a lot of search ads. It was a fascinating subject to write about because it's not just about money–it's about money as technology, the role it plays in people's lives, and its relationship to society.
On the surface it was a fintech account, but it felt more like a philosophy meetup. I had a blast.
Citadel Securities: Challengers Wanted
Citadel Securities is one of the largest market makers in the world. One of the things that makes Citadel so successful is that they encourage their traders, quantitative researchers, and technologists to collaborate on strategies rather than just passively wait for strategies to be dictated from the top down.
Applying to a firm like Citadel is the obvious choice for students already majoring in finance, but Citadel very wisely chose to cast a broader net as well. By recruiting students from finance adjacent majors who might not have been considering careers in finance at all, they could bring a lot of fresh perspectives into the mix. A broad perspective is a distinct competitive advantage for quants.
The task was to create a recruiting video, website content, and a social campaign that would convince non-finance majors to consider careers at Citadel. But what could we say to these people? Surely if they were interested in finance, they would have majored in it, right?
I found the answer by interviewing 5 of their recently hired quants and looking for what else they had in common–and that turned out to be their mindset.
Winston Artory Group: Intelligent Collection Stewardship
Winston Artory Group was formed from Winston Art Group, an appraisal and advisory firm, and Artory, a data and blockchain technology firm. The newly merged company offers appraisals, advisory, art-backed lending services, tokenization, blockchain-backed provenance, and collection management.
My job was to craft a messaging platform and verbal foundation that would make the new brand feel unified and credible to both a younger generation of collectors and the older, more traditional, legacy clients. There was a lot to communicate, and there was a very real risk of driving away enormous amounts of business if we talked about it the wrong way.
The answer we landed on was “intelligent collection stewardship.” This brought some much-needed cohesion to the wide range of offerings, and positioned WAG as an expert-led stewardship platform that could help clients unlock value by turning their collections from static possessions into strategically managed assets.
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