AEL Creative

“They say it takes a village.” That was the inspiration behind the launch of The Moms Society, a platform designed to support and connect moms as they tackle the hardest job in the world.

I was proud to be part of the team rebranding and redesigning the content strategy to promote the new online community. I worked closely with the founder and her executive team to create a voice for the brand that validated the importance of “momming” while also acknowledging the humor needed to get through it each day.

Content strategy/Brand Voice/Copywriting for website, blog posts, social media.

Founder: Katie Patterson

Each year, Gartner expounds on the top technology trends that will drive business impact in the near future. To expand our audience beyond our key target of tech executives, we created a new video series designed to explain and demystify several trends in language accessible to a broader group of users.

As the writer, it was my job to create a script that felt engaging, informative, and concise. Getting the opportunity to host the first episode was a bonus.

CD: Keith Byrne

Director: Kristen Shaw

At Yext, I was challenged with telling a customer support center story in a new way that felt compelling and engaging for the holiday season. So I used the classic meter of “‘Twas the Night Before Christmas” to craft a B2B message that was filled with magic instead of jargon.

CD: Alexandra Felsenstein

Video Direction: Jay Sheets

MindGlow Health is an online mental health platform providing therapy and medication services to everyone who needs them. Their mission is to help people feel better and live fuller lives through improved mental health.

MY mission was to enhance their marketing website with the right messaging and educational content to help visitors feel empowered to take the first step in their wellness journey.

By adding content pages and site sections that enlightened and informed, I worked to create a site that was accessible and comprehensible to an audience looking for mental health support.

Content strategy/copywriting/creative collaboration for website, client communications, blog articles.

Designer: Mike Hlavsa

Chief Marketing Officer: Jordan Beatty

Chief Operating Officer: Leann Taylor

Scary Mommy’s affiliate articles and emails create a curated collection of products and advice for busy moms. And just like the editorial articles, these need to bring the same humor, compassion, and realness you expect from Scary Mommy.

CD: Julie Steinhagen

Designer: Emma Luk

I was thrilled to be part of the creative team that brought this Shorty Award-winning concept to life.

This nostalgia-filled campaign imagined a high school reunion for a class of tech products and services (cell phone, the internet, etc.) we all know and love as they reflect on how far they’ve come since 1999. Except for keyword search who incredibly has not evolved one minute since graduation, even though it continues to be used by businesses everywhere.

This clever, humorous take on technology advancement supported Yext’s brand messaging to better understand why AI search is a step into the future and created a consistent campaign through various platforms, from video to digital to social.

Read more about the campaign.

Marketing language should reflect brand personality, and these long-form commerce articles hold up the perfect mirror to Scary Mommy’s bold, funny, and honest voice.

CD: Julie Steinhagen

Designer: Emma Luk

How do you help your workforce remember all the great aspects of working on site WITHOUT applying the pressure of returning to a 5-day IRL schedule?

I wrote the script for this internal video that focused on motivating, not threatening. Remaining upbeat, confident, and helpful, we took the viewers down memory lane to remind them of the value of heading into the office – ONCE IN A WHILE.

CD: Dana Yee

Designer: Saenansul Chung

Looking into the future to hear how technology will enhance your business and drive it forward is exciting. Unless the message you’re receiving is so complicated by jargon and gibberish that you can’t even understand it, much less apply it.

I wrote the script for Gartner’s 2023 Top Tech Trends video with a focus on comprehensible and digestible language. Just as insightful, and a lot more clear.

CD: Keith Byrne

Video Producer: Kristen Shaw

They said it couldn’t be done - especially during a pandemic - so I was honored and excited to be part of the writing team that brought “Up Early Tonight” – a late-night-style comedy show, for moms, by moms – to Hulu in 2020.

I’ve also written and co-written video scripts for the leading media company for parents, partnering with amazing brands like Old Spice, Charles Schwab, and Eggo to bring humor and relatability to branded campaigns.

Plus, getting the opportunity to showcase my humor and creativity in front of the screen for an Old Spice branded content campaign gave me a unique perspective into advertising script writing that strengthens my work across all kinds of media.

Client KPIs? Check. Scary Mommy’s authentic and unique voice? Check. Check. I created the pitches that led to this creative work.

Working with 3rd party brands requires translating client goals and KPIs and weaving their messages into the smart, sassy voice of Scary Mommy or the laid back personality of The Dad brand.

How do you add personality to a coupon? It’s easy with a little humor up your sleeve. This t-shirt-themed Custom Ink coupon was included in delivered singles packages to encourage future orders.

Designer: Jason Leger

How do you make your brochure stand out from a sea of toss-able junk mail? Pair the perfect product shots with inspirational copy to capture customer curiosity. These Custom Ink mailers make custom gear feel indispensable to any group get-together.

Let’s create some excitement around that final step in the customer journey. From the bright, simple design and messaging on the outside to the anticipation-building inner flaps, this box just begs to be ripped into.

Designer: Jason Leger

From holiday shopping reminders to new product launches to promotional news, emails inundate everyone’s inboxes. These Custom Ink marketing emails stood out with clever copy, bright visuals, and valuable info.

From tongue-in-cheek to purposefully punny, Custom Ink’s organic social presence showcased the warm and friendly personality traits of the brand. My copy accompanied the visuals and videos that created a connection to the customers.

A leading cyber security professional required a series of pithy blog posts on a social media website to drive traffic and promote services.

A legal library and application service provider was looking for a series of blog posts on a social media site to promote business while maintaining a folksy, conversational tone.

A prolific technology consulting company needed to trumpet their success story with a major investment banking organization..in a subtle and refined manner.