writing portfolio
writing, editing, and other creative work for Ovia Health
Ovia Health rebrand
copy lead, ideation, creative collaboration
I served on a team that executed an in-house rebrand and took the lead on copy to create a strong, consistent brand voice across all channels. The new Ovia is warm, trustworthy, and knowledgeable. Much of this voice rebrand grew out of the work I was already doing in updating Ovia's consumer-facing copy to better empathize with and speak to the journey our users were on.
consumer content
content strategy, management, and writing
I led consumer content strategy and management for Ovia's suite of mobile apps and consumer social media channels, with one of my major responsibilities being to write and revise hundreds of health and lifestyle articles and countless lines of microcopy for Ovia’s suite of apps. I also conducted regular content audits, managed the consumer editorial calendar, and created a new content taxonomy to support a CMS platform upgrade.
research
smart science sourcing
Much of my content writing required thorough, thoughtful health and science research, all done under tight deadline. One of my most notable projects was producing a package of 40+ COVID-19 articles that was updated weekly based on the latest science and expanded as needed. I also conducted user interviews, created user surveys, did competitor analysis and market research, and conducted expert interviews.
UX writing
writing, editing, creative collaboration
I wrote and edited countless lines of UX copy for Ovia's suite of apps, and also helped create new tools and features, collaborating with product and design teams each step of the way. One of my favorite projects was working on the data logging feature in the Parenting app. It was a feature that we knew would be helpful for our users, and crafting the content required a deep understanding of their needs and sensitivities — for example, choices about feeding a newborn can be fraught with value judgments. We also wanted to delight the user, even when they were recording (very frequent) diaper changes or (very little) sleep. Once the feature was introduced, daily engagement skyrocketed.
marketing
B2C, B2B, enterprise, partner brands
I also did copywriting work under the marketing team, working on a range of projects, including B2C content, B2B and enterprise work, as well as pitching and writing ad copy for partner brands. One of my favorite projects on the enterprise side of things was also my biggest, crafting a suite of employer training materials to help companies better support their employees at every step of the parenting journey.
design direction
ideation, collaboration, and editing
I worked closely with Ovia's design team to ensure that paired design elements would set the right tone, push the brand forward, and support consumer copy. Our design sometimes needed to do all of this and more; it often needed to also accurately reinforce educational elements of the product or reflect clinical guidelines related to health and safety — for example, a photo meant to accompany an article about infant sleep would need to portray age-appropriate crib safety guidelines. I would regularly ideate then provide specific requirements for the design team, and other times we would brainstorm together. Either way, this part of the process always made for very rewarding creative collaboration.
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social media
strategy, management, and execution
Another wing of our consumer content strategy, I managed our Instagram and Facebook pages. This work included copywriting, design collaboration, and community response, as well as producing weekly IG Live events hosted by our health coaches.