Visual Storytelling
Editorial Production
Creative direction, styling, and product sourcing for AN Interior Magazine.
Concepting and directing editorial photoshoots—developing visual narratives through material, form, and composition. Sourcing and selecting products to shape each story, balancing aesthetic cohesion with editorial intent.
Building images as narrative: where objects, texture, and light carry as much meaning as words.
Web Copy & Product Narrative
Content Strategy & UX Writing
Brand voice, web copy, and product storytelling for Lutron.
A full-scale rewrite of Lutron’s digital ecosystem—bringing a legacy platform into the present. Spanning brand pages (Ketra, RA2, HomeWorks), system-level narratives (smart homes, commercial lighting, controls), and product detail pages, the work focused on clarity, consistency, and cohesion across every touchpoint.
Translating complex technology into language that feels intuitive, precise, and human—while optimizing content for search and discoverability.
Branded Content
Narrative Development
Editorial storytelling and branded content for Dwell in partnership with Nest.
Reporting and writing a longform story centered on a growing family’s renovation in San Francisco—exploring how design, technology, and daily life intersect. The narrative balances editorial integrity with brand integration, positioning Nest as part of the home’s ecosystem rather than an add-on.
Framing smart home technology through lived experience—security, connection, and peace of mind.
Read here
Brand Storytelling
Leadership Message Development
Editorial, brand storytelling, and leadership messaging for Google in partnership with Surface.
Exploring how design and AI can transform digital meetings into something more human—seamless, intuitive, and built for real connection. The work centers on clarity: reducing complexity to its essentials and shaping a narrative around technology that feels approachable and purposeful.
Read here
Editorial Writing
Prop/Styling
An exploration of fitness as design.
For Armani/Casa, I wrote and directed an editorial feature for Surface Magazine examining the PUMP collection—reframing gym equipment as refined objects of form.
Through tightly composed still lifes, the work highlights material, proportion, and restraint—where function becomes aesthetic, and utility becomes luxury.
Read here
Editorial Writing
Thought Leadership Development
An exploration of voice through color.
For Mozilla, I developed editorial narratives for the “Independent Voices” series—pairing distinct colorways with equally distinct perspectives. Each piece translates visual identity into language, shaping how expression, individuality, and the open web are experienced.
Read here
UX Writing
Content Systems
Brand voice and UX writing for Hyatt Hotels.
Rewriting a global network of hotel property pages—creating consistency across structure, language, and user experience. Developing scalable systems for how content is organized, while tailoring voice across Hyatt’s portfolio of brands, from luxury to extended stay.
Built for clarity. Designed for navigation.
Read here
E-commerce Content
Conversion Copywriting
A+ content and product storytelling for Amazon.
Writing conversion-focused, modular content for book launches—translating editorial narratives into structured, visual formats designed for digital retail. Balancing storytelling with clarity, each module is built to guide, inform, and drive purchase.
Optimized for discoverability, engagement, and conversion.