BRAND & CONTENT STRATEGY
Shaping positioning, voice and digital experiences for organizations across industries.
My agency experience at Vancouver-based Original Ginger taught me to get up to speed quickly, ask the right questions and find the story that makes a brand distinctive. Working across public-sector, healthcare, tourism, construction, real estate and professional-services clients, I turned broad creative briefs into positioning, taglines, website narratives and content strategies grounded in audience and market research.
Strategy in practice.
ProMix Concrete
Building a brand narrative for a new kind of concrete company
My role: Brand narrative • Tagline ideation • Website architecture • UX/content strategy • Website copy • Video scriptwriting
ProMix came to Original Ginger as a locally owned Lower Mainland concrete provider with a genuinely differentiated offering: volumetric mixer trucks that allowed concrete to be mixed on-site and on demand. The challenge was to introduce an unfamiliar technology while giving the company a distinctive personality and professional digital presence for the first time. I developed the brand narrative and tagline direction, planned the website architecture and content, translated technical specifications into an easy-to-follow customer journey, and wrote the script for the company's explainer video.
From technical process to customer story
Rather than leading with technical specifications, I structured the content around the questions customers actually needed answered: How much do I need? When do I need it? And can you make the right mix for my project?
Viking West Engineered Products
Making technical expertise easier to understand and communicate
My role: Market research • Positioning & tagline ideation • Website architecture • Content strategy & copywriting • Video concept & scriptwriting
Viking West had deep expertise in engineered products, but needed a clearer way to communicate that value to prospective customers. I conducted market research to understand the company, its products and competitive landscape, then developed tagline concepts, website architecture and copy that translated technical information into a more accessible customer story. I also developed the concept and script for a supporting video, helping bring the company's expertise to life in a more engaging format.
From engineering expertise to customer understanding
I shaped the narrative around what prospective customers needed to know, translating specialized product information into a clearer, more accessible story.
City of Abbotsford Economic Development
Telling the story of a region ready to do business
My role: Website copywriting • Messaging • Video concept & creative direction • Story development • Scriptwriting & voiceover • Visual research & shot selection.
Working within the agency's existing brand strategy and creative direction, I developed web content for key Economic Development pages, including the home page, About page and mission statement, translating the organization's goals into clear, engaging messaging for investors and business audiences. I also developed the creative concepts, story arcs and scripts for four videos, working with the agency team to turn archival photography and footage into cohesive visual stories. For a special airport video produced in partnership with OECD, I developed the full script and voiceover around an immersive AR-glasses concept, using a virtual assistant to guide viewers through the airport's amenities, connectivity and accessibility to position the new facility as an asset for prospective investors and business leaders.
From place to proposition
Economic development communications aren't simply about describing a place. They need to answer a more important question for prospective investors: why here? I shaped the content and video narratives around accessibility, connectivity, infrastructure and quality of experience, turning the new airport and broader region into a compelling business proposition.