13 Brands. 1 Copy Team.
I was brought on as copy lead at ThriveDX with a clear mission: boost morale, raise creative standards, and scale output—all while integrating LLMs (AI tools) into our workflow.
The challenge was twofold: maintain consistency for ThriveDX’s brand while also adhering to the brand guidelines of over a dozen university partners. You've never seen such discontent over serial commas, y'all.
Alongside design lead Mor Ohana, I took on the role of de facto creative director, co-authoring and implementing the company’s creative strategy.
See the impacts of our efforts below.
Results: 3x creative output + unified brand and messaging consistency across brand partners + AI tool integration
Roles: Copy Lead, Creative Director
In-House: ThriveDX
Changing the lives of veterans and their families, one ad at a time.
What if I told you that in the new year there was also the opportunity for...a new you? <gasp>
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Localized Ads
During an executive offsite, I identified a gap in our performance ad strategy: sassy ads tailored to partners' location.
Result: An ad series demonstrating the power of localized storytelling
