04 — Messaging
Messaging & Copywriting
Brand messaging and scripts written in each organization’s voice, built around what its audience needs to hear.
Select a logo to read the copy
United Airlines
02
Mariano’s
03
Wells Fargo
04
Metra
05
Chicago White Sox
06
Garrett Popcorn
07
Northwestern Medicine
08
Blue Cross and Blue Shield of Illinois
09
United Nations Development Programme China
1001 / 10
Selected work
I wrote messaging for 120+ organizations in the Bud Billiken Parade, from Fortune 500 brands to Chicago institutions. Each piece carries the organization’s priority message in its own voice and ties it to the day’s focus on students and families.
I also wrote the script for UNDP China’s 2025 Year in Review video, turning a year of program results into one story of progress toward the Sustainable Development Goals.
Messaging approach
01
Audience & objectives
I started with each partner’s goal: a program to explain, an offer to promote, or a reputation to build. Direct outreach and research filled in the facts. Then I asked what Bud Billiken’s audience, Chicago families heading into a new school year, would care about.
02
Message hierarchy & proof points
Every piece has one core message, backed by the proof points that make it credible and the benefits that make it matter. A scholarship becomes a student’s first step into tech. A new branch becomes a neighbor’s first meeting with a financial coach.
03
Brand voice & narrative
I wrote each piece in the brand's own voice: the scale and confidence of Amazon and United, the neighborhood warmth of Mariano's and Garrett, the institutional weight of UNDP. Most pieces open with a hook and close with a line meant to stick. The UNDP script moves from a year of results to the priorities ahead.
Selected lines
“The game has a final out. The opportunity doesn’t.”
Sponsor messaging
120+
organizations