Additional Brand Projects

I served as copy director (and content creator, where noted) on both internal and public-facing projects.

• GoDaddy Registry Top Level Domain (TLD) rebrands — .TV, .Miami, .club, .Boston, .biz, and .US
  
  • Established organizational and content strategies, determining the appropriate voice & tone, purpose, and messaging, based on audience and need
  • Directed creation of all narratives, taglines, definitions (including for visual direction), and user testing
  • Directed the creation of (or I created) the content for each TLD website
  • Collaborated with registry team (client), Marketing Manager, Creative Ops, Creative Director, Copywriter, and Visual & Web Designers
• GoDaddy Brand Writing Style Guide
  • Clocking in at well over 130 pages, this is the overarching style guide for all writing at GoDaddy, detailing voice & tone, personality, writing spirit, high-level facets and guidelines, detailed finer points, directions on maintaining inclusivity in writing, parts of speech, and punctuation
  • Established an organizational and content strategy for the guide
  • Researched options and determined our philosophy on each rule and directive
  • Wrote all copy for the entire guide
  • Continue to maintain and develop the guide, sharing all updatesl
  • Collaborated with Brand Chief, Sr. Creative Director, Principal Copy Director, Marketing Manager, Creative Ops, and Visual & Web Designers 
• GoDaddy Brand Style Guide  — digital, but included a beautiful 165-pg printed version (pictured)
  • Helped establish an organizational and content strategy for the guide
  • Wrote and/or edited all copy
  • Collaborated with Brand Chief, Sr. Creative Directors, Principal Copy Director, and Visual & Web Designers
• GoDaddy Brand Strategy Guides — Messaging, Product Naming, Portfolio
  • Established an organizational and content strategy for each guide
    
  • Wrote and/or edited all copy for the guides
  • Collaborated with product owners, Marketing Manager, Creative Ops, and Visual & Web Designers
• GoDaddy Content Playbooks — Email, Paid Display, Social Media, Workplace Brand, UX
  • These playbooks represent specific areas in which certain channels need to diverge (in design or writing) from Brand Style Guides
  • Established an organizational and content strategy for each playbook, deciding when divergence in voice & tone or the new guidelines was appropriate
    
  • Directed content and copy for all playbook projects
  • Collaborated with Writing Leads/Writers from channels/departments, Creative Ops, and Visual & Web Designers
• Commerce Messaging Library
  • Worked with Principal Copy Director to establish content strategy around messaging for GoDaddy’s Payments app and physical sale devices
    
  • Worked with Principal Copy Director and Sr. CopyWriter to create a bank of messaging to be used by FoS, advertising, email, and social media writers
  • Expanded library to include Online Store and Online Accounts sections, directing all messaging
  • Collaborated with Product Owners/Managers, Principal Copy Director, Marketing Manager, Creative Ops, Creative Director, and Sr. Copywriter