It never gets old. I love the feeling of the world disappearing when I crank out headlines and taglines. Whether it’s lines for headline-driven creative or taglines for a new brand platform, the more, the better.

Sometimes you just need someone to come in and nail a script. I can be that someone. I have been that someone. I have no problem being that someone again.

Even if the public never sees them half the time, manifesto writing is so critical. I try to balance weaving in some wow factor, finding the most compelling way to introduce the concept clearly, and landing the creative world with an interesting voice.

You need a good opening line. That’s been true for me whether it’s campaign body copy, product copy, or brand editorial. You also need rhythm. And a clear story or through line. It’s never about having more words. It’s about having more impact.

Brand tone of voice is much more than stringing together a list of adjectives. That’s why my approach is to make it as three-dimensional and tangible as possible.

Nowadays, a brand’s tone of voice needs to work across all sorts of contexts. Recently, that’s included shaping AI assistants to speak in a brand’s voice. It means defining the tone of voice clearly enough for an LLM to use it consistently, while still sounding natural.

Whether it’s a large-scale mobile app, site build, or a redesign, I’ve spent a lot of time writing UX copy. I’ll happily dig into the details with XD and designers to craft the experience and the tone, keeping it engaging, user-friendly, and on brand.

Naming is all about volume. In my experience, that’s the best way to get to something distinct — and something (unlike 80% of new name options) that hasn’t been trademarked yet.