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Finance of America: Tagline Guidelines for Copy
Finance of America: Tagline Guidelines for Copy
In 2025, FOA launched a new campaign platform built around a powerful tagline: A better way with FOA.
The tagline is simple... on its surface. Leveraging it effectively was a different story. We quickly found that our excited marketing colleagues wanted to use it all the time, without restraint, on everything. That's when the creative team swooped in.
We developed a robust deck with usage guidelines for the tagline and logo lockup in every iteration. Scroll through the carousel to see the copy and content pages I created, including best practices and how to align copy with the right audience. Plus, my madlibs-inspired matrix to turn five short words into compelling messaging.
I've also included a few examples of the tagline in action. Click through below to see the full deck with the entire team's effort.
Leading messaging in top-of-funnel ads
Supporting copy to reinforce advantages
A better way for B2B
Chatdesk: B2B Email Strategy
Chatdesk: B2B Email Strategy
Chatdesk delivers on-brand, personalized CX support plus a killer lineup of engagement solutions. They had a sizable list of warm leads at various stages of awareness, which was overwhelming their inside sales team.
That’s where automated email came in, with a goal of communicating their USP at scale. One of the coolest things about Chatdesk is their AI-powered data analysis. They had amazing insight into what really matters to potential clients, which made building the strategy a dream.
I created several automated flow sequences (including this combo welcome + demo booked series that I wrote) that gave their reps more time to focus on what they do best. The flow ends with template options to open 1:1 conversations to close.
My Pet Defense: Brand Voice Toolkit
My Pet Defense: Brand Voice Toolkit
MPD was founded by pet industry veterans on a mission to wage war against fleas. They developed a customizable subscription box for topical meds, preventative health supplements, and treats. As their team grew, communicating in a consistent tone across all channels became a challenge.
I created brand voice guidelines and wrote copy that struck the right balance between trustworthy and fun. Their new tagline said it all: Your Monthly Dose of Peace of Mind.
I've included the first eight pages in the carousel here, plus some examples to show how I brought the work to life. Click through to see the entire voice toolkit (which was later expanded into a full set of brand style guidelines).
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