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.

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.

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.

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

My background moonlighting in journalism has led to me writing for brand editorial projects. Whether it’s profiling Nobel laureates or creating an interactive timeline on the history of boxing, it’s equally fun and challenging to go deep on long copy with an editorial point of view.