Copywriting and Branding

In 2011 and 2012, I worked with the San Francisco-based design studio Weightshift on a number of branding, corporate identity, and copywriting projects for several major online startups.

Lookout Mobile Security

One of those projects involved the development of website copy and straplines for Lookout Mobile Security in April 2011. Lookout Mobile Security, a developer of virus-protection software for Android smartphones was about to unveil similar software for the iOS operating system as well as a new website. My copy is prominently featured on the website and collateral materials.

Lookout Home Page

Lookout Home Page

“About Us” section of the Lookout website




In April and May of 2011, I developed extensive copy for Rdio, a subscription-based music-streaming website that offers users a library of millions of songs to listen to and share with their friends. The copy I developed was mostly for materials sent to potential investors and the press, but some copy was used in the following promotional video:



Embark, Inc.

In November 2011 , I worked on a project to rebrand a San Francisco-based transit app company, Embark (previously known as Pandav). The company produces iOS and Android apps to help users navigate public transit systems across the world.

This project required considerable planning and discussions with company principals and Weightshift staff to determine the core focus of the company and its products and its intended and current audiences. Below is an example of some of the copy that resulted from that work: