My Portfolio
Award-winning ThinkPad X1 Fold Campaign (2020)
This digital campaign won a Webby Award, earning a 10.0 for copywriting (industry standard was 8.9). One of biggest challenges was that I had to write to character counts as the design preceded the copy instead of working hand in hand. Two years later, I was able to leverage the functionality and create copy that worked with the design.
Screenshot | Webby Award
X1 Fold 2020 Copy Deck | X1 Fold 2022 Copy Deck
ThinkPad Z Series Campaign
Tight time frames and compelling products…that was the underlying theme for this campaign, which included an 11th hour directive to avoid referencing “Z Series.” Unlike any business laptops we had previously launched, the Z13 and Z16 are our most sustainable products to date. They were developed with a business partnership with AMD. And we targeted Gen Z.
ThinkPad Brand Page
I worked on this page as part of a whole new ThinkPad ecosystem rollout. The goal was to provide info for people to learn about ThinkPad, while at the same time enabling folks who know what they want to skip over and quickly land there — the perfect blend of marketing and ecomm.
ThinkPad X1 Carbon Gen 10
Considered one of our halo products, this subseries page gets lots of TLC with beautiful photography and no shortage of feature copy. It’s amazing to say that I worked on the very first X1 Carbon and each generation since.
Table of Contents
Wherever I’ve worked, I’ve always been one to document and create editorial standards — sometimes online, internally, and sometimes in a PDF. Here is a sample TOC that shows the breadth of the standards, which are intended to work in conjunction with the AP Style Guide.
Info Architecture
I was hired as an information architect for a site that had a lot of great content, but just wasn’t well organized or easily navigated. I began with a content inventory, then evaluated nomenclature and organization. Ultimately the insights I provided became the “After” screenshot (which I captured from the archives).
Kindness, Pie, & a Strong Sense of Community
This is an article I wrote for our local homeowner’s newsletter, which involved interviewing the person who devised and implemented our Pie Parties (in honor of the rare piebald deer) and participating in, taking photos, etc.