nurun: designing for tomorrow

October 21, 2014 | add comment

Project: Nurun Site Redesign
Client: Nurun (i.e. ourselves)
Role: Content Strategist, Copywriter



Not long after I joined Odopod, it was acquired and became Nurun, joining ten other offices worldwide. The move was a catalyst for some big changes Odopod wanted to make—namely, taking on larger, more complex problems and working on a global scale.

Our office in San Francisco took the lead in redesigning the Nurun website so that it reflected our positioning and outlook: We create products and services for a connected world. I created much of the site content—detailing everything from our human-centered design process to select case studies to, my favorite, our “7 Rules to Work By.”

Along the way, I made sure that the voice was unified and transparent. The result is a smart, honest, and responsive site.

fitbit: get up and go

October 30, 2012

Project: Fitbit Site Redesign
Client: Fitbit
Agency: Odopod
Role: Content Strategist, Copywriter



Fitbit is a set of activity trackers, devices, and apps that give you the upper hand on healthier living. How? By turning small steps into sizable changes. When redesigning the site, I worked closely with a visual design team to introduce the Fitbit platform.

In addition to creating consistency across visual design and voice, we crafted a system to introduce new products, including the Aria Wi-Fi Smart Scale – the product page demonstrates how it works, helping you gain insights and take control of your weight by focusing on long-term trends instead of short-term blips (hello, coconut cream pie).

everpix: take more photos

July 27, 2012

Project: Voice
Client: Everpix
Role: Copywriter, Scriptwriter

I worked with photo start-up Everpix to introduce its product and platform to consumers and to define the brand voice. Much of that meant communicating the company’s complex technology (e.g. semantic analysis) in clear, bite-size ways.

The outcome ranges from an introductory video to product tours to blog articles – all of which drive home the idea that: 1.) Our photo collections are getting messy. 2.) Everpix keeps all those memories in one place, and organizes them for you. So, take more pictures.

Update: As of November 5, 2013, Everpix closed its doors, but not without giving it their all. Details here.

nest: the learning thermostat

November 5, 2011

Project: Nest Site & Product Launch
Client: Nest
Agency: Odopod
Role: Copywriter, Strategist

To get people to invest in Nest, we had to convince them to care about thermostats. And for good reason. Heating and A/C represent the lion’s share of home energy use – nearly 50%. It didn’t hurt that this one was being designed by Tony Fadell’s team.

Next, it was a matter of explaining why Nest is smarter than any thermostat on the market. It learns from you and programs itself. It has the ability to save you energy and money. Win win.

I worked with a strategist to come up with the content architecture for the site. From there, I wrote the majority of copy and honed the Nest voice in the process. It resulted in a combination of storytelling, infographics, and consumer-driven features, all of which demonstrate what it’s like living with Nest and why it’s such an effective device.

the quest for yum

October 24, 2011

Project: The Quest for Yum!
Client: Plum Organics
Agency: Odopod
Role: Scriptwriter/Copywriter

In a world of Yuck and Yum, one baby will choose between good and bland in search of the best bananas, the sweetest peas, and berries so blue. Join baby on…The Quest for Yum! Odopod developed this video alongside Plum Organics, to deliver on their mission of defending Baby’s taste buds. Goodbye beige and bland, hello yum.

Odopod also worked with Plum to launch a Facebook caption contest. Parents and Plum fans submitted photos, wrote captions, and voted on the wittiest words. I developed contest copy, social media, and banners to drive moms to the contest and expand its reach—all while further defining Plum’s voice, which, as you might guess, is a bit saucy.

google chrome & virgin america holiday wifi

December 1, 2010

Project: Holiday Wifi with Virgin America
Client: Google Labs
Agency: BBH
Role: Scriptwriter

Thanks to Google Chrome, Virgin America passengers got to fly with free wifi during the winter 2010 holiday season. BBH was charged with promoting this offer and communicate it just before take-off. We extended the charm of Virgin’s animated in-flight safety video, bringing the gadget-toting nun into the spotlight. You can watch the video here.

google’s 20 things i learned

November 22, 2010

Project: 20 Things I Learned
Client: Google
Agency: BBH
Role: Copywriter

In an effort to educate computer users of a certain age and help them become tech savvy, Google created an online book: 20 Things I Learned About Browsers and the Web. To promote the book, I worked with BBH NY to develop a series of online banners and print ads for the New York Times and other major publications. The ads relied on curiosity and simplicity—as well as Christoph Niemann’s charming illustrations—to introduce complex topics like cloud computing and phishing.


August 11, 2010

Project: Healthymagination
Client: GE
Agency: Big Spaceship
Role: Content Strategist, Copywriter

GE selected Big Spaceship to define the digital presence for Healthymagination, an ongoing dialogue around better health. The agency established this effort as a shared commitment to creating better health for more people, together.

Healthymagination is a celebration of individuals and groups that are innovating the world of healthcare—by improving the patient-doctor relationship, advancing medical treatment, and transforming good health into a lifestyle. The Healthymagination ecosystem extends into media-rich stories, a blog, social media channels, data visualizations, and partnerships with WebMD, GOOD, and others.

I worked with a team of strategists to define the editorial voice for this engagement and to extend that voice onto the Healthymagination site (particularly the blog), on Facebook, and Twitter. I also created content for Morsel, an iPhone app that translates healthy behaviors into simple daily tasks. Over 20,000 Morsels were completed with the first two weeks of launch.

Lastly, I wrote a feature story exploring arts-based therapies that MoMA and others are employing to transform how we understand and treat Alzheimer’s disease. Good stuff.

experience the rainbow

June 16, 2010

Project: Skittles – Experience the Rainbow
Client: Wm. Wrigley Jr. Company
Agency: Big Spaceship
Role: Copywriter

Experience the Rainbow” defines Skittles’ presence in the digital landscape. A never-ending stream of content lets fans scroll forever, encountering entertainment in the form of video, imagery, and general goofiness.

I extended Skittles’ irreverent humor across as well as the Skittles Facebook page, where 18 million+ are given a place to further their devotion and react to the Rainbow’s daily updates—e.g., “Friday is here!” I’d give the weekend a high five, but I’ve been finger painting all day.”


summerfield pediatric dentistry

February 17, 2010

Project: Summerfield Pediatric Dentistry
Client: Dr. Vali Mohammadi
Role: Copywriter

I collaborated with designer Cinzia Pais to redesign and brand Summerfield Pediatric Dentistry, the vision of Dr. Vali Mohammadi. The patient-focused approach that Dr. Vali practices guided us through this project. We communicated the professional, state of the art environment built around a child-oriented practice.

Unexpected vocabulary gains while working on this project: bruxism (grinding teeth) and osseointegration (bone that is healing around an implant).