I developed a worldy tone and voice to help separate Häagen-Dazs’ new Reserve line of ice cream from its regular brand. Words like exclusive, exotic, sourced, rich, evocative, unique and sumptuous created appetite appeal that helped make Reserve’s debut a successful one.

I helped Genbook develop a comprehensive brand position, brand strategy and clear value proposition, and then carried it all through with targeted Web site copy. The result was a 13% increase in marketshare.

goAUPAIR needed to detail five different program and pricing levels, aupair profiles, selection processes and a whole lot more. I suggested an intuitive navigational scheme and a straight forward tone and voice that resonated with time-crunched, non-tech-savvy moms.

As a company still in its infant stage, Jaypar needed its Web copy to speak to potential investors as much as to prospective customers. I helped them accomplish both.