My Portfolio
ThinkPad Brand Page
I worked on this page as part of a ThinkPad ecosystem rollout and all of the iterations since. The goal was to provide info for people unfamiliar with the brand to learn about ThinkPad, while at the same time enabling folks who know what they’re looking for to quickly skip over and find series-level and product pages — the perfect blend of marketing and ecomm.
ThinkPad X1 Carbon Gen 13 Aura Edition
Considered one of our halo products, this product page gets lots of TLC with beautiful photography and no shortage of feature copy. The X1 Carbon Gen 13 is one of the first Aura Edition laptops, which integrates AI-based productivity, security, and efficiency solutions. I worked on the very first X1 Carbon and each generation since.
ThinkPad X9 Series Page
The ThinkPad X9 Series rolled out for CES 2025 and I worked on the entire ecosystem of a new Series page, updates to the ThinkPad brand page, two new individual product pages, and homepage banners. Apart from requiring approval from multiple stakeholders, the biggest challenge was appealing to the traditional ThinkPad audience while also focusing on a younger clientele of entreprenuers and SMB owners.
ThinkPad X9 14 Aura Edition Page
The ThinkPad X9 14 Aura Edition laptop is part of a new portfolio line that launched at CES 2025 and was under a very strict embargo. I had to address the distinctions between the two products (there’s also an X9 15) and highlight shared features. Of course the integrated AI was one such feature and I interwove the value of that throughout. It’s actually a very cool laptop and I loved working on the X9s.
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.
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 Stylebook.
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
I wrote this article for our local homeowner’s newsletter, The Belted Gazette, 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.
Pittsboro’s Hidden Gem: Trespassers Welcome at The Plant
Another article I wrote for our local The Belted Gazette homeowner’s newsletter involved several visits, interviews with shop owners, and an artist exhibition. I also took photos (not shown).
Lenovo Pro Content Strategy Article #1
I volunteered to write a few articles for the Lenovo Pro section of Lenovo.com, aimed at small business owners and entrepreneurs. While the topics were assigned, I had to research accordingly and run with them. Ultimately, what I crafted is what ended up on the site (no changes).
Lenovo Pro Content Strategy Article #2
This is another article for the Lenovo Pro section of Lenovo.com — same situation of assigned topic and me getting to research and craft copy accordingly. It represents the range of my writing and researching skills, as well as my inclination to volunteer and help out beyond the scope of my job.