For this premiere lighting manufacturer, I wrote a descriptive series about the indoor and outdoor uses of LEDs, such as food display enhancement and parking lot safety. See online

For this LED manufacturer, I rewrote the descriptions for all luminaire and lamp products. By interviewing the subject matter experts, I quickly learned a very technical subject so I could explain it in an approachable, detailed way. See online

For this new software application, I wrote the product messaging and website copy, including the list of features shown below. I co-branded the product working alongside product management, and managed a freelancer for the early positioning stages like R&D and the MRD material. Get PDF I also wrote all of the interface and in-app copy. Go here

This software solution was a breakthrough for managing costs in a niche IT industry. My challenge was explaining two complicated products in a complicated package, while balancing the cultural differences in marketing between decision-makers in two countries. I found the right tone and the product launch was successful. See online

A messaging facelift for an old product that was newly acquired. I had to re-position the tool, but everyone was too busy to demo it or to supply the support material. I tracked down SAP experts in the company and constructed the high-level messages with smoke & magic, while I learned the business and technology concepts of a new industry. See online

This Android/iOS app has easy options to hide photos and videos. The engine, however, is very complex. I made sure the copy fit the product: clear and simple, with a sophistication beneath. See online

This iOS app turns photos into high-contrast monochrome colors, similar to the coloration of black-and-white Noir film. The audience was wider and the cost much lower than Red Giant’s typical products, so the copy could be playful and, yes, a bit silly. See online

After this audio/video syncing software was acquired, version 3 had to highlight its new features and grab the upgrade sales. I wrote a long, informative and, I think, lively description of the high points. Get PDF

Writing about this skin smoothing tool was fun. Because it was fully aimed at the entertainment industry, I had clearance to get a little silly. ‘Cuz everyone needs a little Cosmo... especially staring at a screen all day, doing frame-by-frame talent cleanup. See online