01 | Paven: Campaign Concepts, Copy & Voice
Concept development · Copywriting · Brand voice · Community and multichannel campaigns
For Paven, a financial wellness platform serving approximately 60,000 Meta employees, I worked across campaign strategy, brand voice, product content, editorial, community, service activation, and multimedia storytelling.
I developed and pitched campaign concepts for client approval, shaped content across the product, and led approved work through copy development, creative production, channel adaptation, measurement, and iteration.
The content system connected campaigns and community posts with financial education, employer benefits, goal-setting tools, expert services, in-app messaging, and product experiences.
FYI People Post
Workplace · Campaign creative · Benefits awareness
A client request to promote Paven alongside other underused health and wellbeing benefits became a wide-channel awareness campaign for approximately 55,000 eligible full-time employees.
We created a supporting animated asset and concise messaging designed to move people from a benefits roundup into the Paven experience.
10 working days from client request to launch
+154% new users · +40.1% content reads MoM in July 2023
Bonus Payout
Push · Social post · Editorial
Bonus payout timing created a natural moment to talk about money while employees were already thinking about what to do next.
The campaign paired timely financial guidance with push, social, and editorial distribution to turn that moment of attention into deeper engagement.
+31.8% new users · +26.2% sessions · +62.6% content reads MoM in March 2023
Small Steps to a Healthier Future
Long-term campaign · Editorial · Community
When Meta’s hiring freeze changed the audience and the definition of growth, Paven’s content strategy shifted from acquisition toward repeat engagement.
Small Steps to a Healthier Future became the framework for that new direction, focusing on the everyday financial pressures and decisions facing a more established workforce.
The program connected topics including resilience, self-care, debt, investing, liquidity, insurance, estate planning, and financial goals through a steady stream of practical, approachable content.
The aim was to make financial wellbeing feel less like a one-time transformation and more like a series of manageable decisions and actions.
The measurement model shifted with it, putting more emphasis on revisit frequency, session depth, secondary content engagement, and feature usage.
Voice of Paven
Verbal identity · Tone · Writing system
The campaigns shared a voice designed to make financial guidance useful without sounding like Wall Street, a textbook, or a lecture.
Street Smart
Relatable, not jargon-heavy
Direct
Clear, not clinical
Mentoring
Guiding, not overbearing
Practical
Actionable, not abstract
Empathetic
Supportive, not patronizing
Voice in practice
Motion & Multimedia
Concept development · Narrative direction · Motion · Product storytelling
I developed concepts, messaging, and narrative direction for multimedia assets used to explain financial ideas, launch new experiences, and drive engagement across Paven.
Motion became part of the broader content strategy, from animated article experiences to video used as an entry point into deeper content. I worked with designers and media producers to translate financial topics and product features into visual stories that could attract attention, explain an idea, and lead users toward the next action.
Financial Resilience
A motion asset supporting a broader campaign around financial resilience, translating the campaign idea into a visual story designed for quick engagement.
Retirement Planning & Service Activation
Motion content used to introduce new retirement-planning benefits, goal features, and service pathways, helping turn product functionality into a clearer story about what employees could do next.
Dark Mode / Storytelling Mode
A launch asset for a new dark mode and storytelling experience featuring a key Paven brand character I developed.
The character gave the experience a more human narrative presence while introducing a new visual and storytelling mode.
Across the work, motion gave us another way to make complex financial topics feel more human, memorable, and easier to act on.
Service Activation & Product Content
UX content · Benefits · Goals · Expert services · In-app messaging
Paven connected financial education with actions users could take inside the product: setting goals, exploring employer benefits, finding relevant guidance, and booking time with financial experts.
I worked across the content surrounding those transitions, including discovery, benefit promotion, goal-setting, expert services, and in-app messaging.
+214% booking feature opens, Q1/Q2 2023 vs. Q1/Q2 2022
In-app messaging
Messaging also supported discovery and repeat engagement inside the product.
A permission prompt inviting users to receive updates about new articles, features, and other content generated an 82.6% click-through rate across 983 impressions.
02 | Audi × Cee Cee Lessons
Creative concepting · Branding · Naming
As a creative consultant with Cee Cee, I contributed campaign concepts, branding, and naming ideas during an intensive ideation workshop for Audi × Cee Cee Lessons.
The initiative connected Audi with an urban Millennial audience through maker culture.
03 | Where Is Paradise?
Creative concept · Strategy · Berlin Travel Festival 2020
For the planned 2020 Berlin Travel Festival, I developed Where Is Paradise? as a concept and strategic direction for the event.
The idea started with a familiar travel fantasy: paradise as somewhere else. It then turned the question back on the traveler. What does paradise mean now, who gets to define it, and how do our choices affect the places we call paradise?
The concept was designed to open up a broader conversation around how people travel, what they value, and how tourism can respond to changing expectations around sustainability and responsibility.
04 | Cee Cee Berlin
Editorial voice · Social copy · Newsletter · Digital publishing
As a freelance Managing Editor and writer for Cee Cee Berlin, I wrote and edited across newsletter, web, Instagram, and Facebook, working within Cee Cee’s bilingual editorial voice and adapting copy for different channels.
The work combined firsthand reporting, concise recommendations, editorial judgment, and a recognizable voice for an audience of more than 36,000 subscribers.
One issue: 36,035 recipients · 17,767 opens (49%) · 5,443 unique clicks (15%)
05 | The New Traveler / Travel Different
Editorial concept · Writing · Print
I produced The New Traveler, a 32-page publication for the Berlin Travel Festival in partnership with ITB, with a print run of 25,000 copies.
I also authored Travel Different, the lead essay used to establish the theme of Berlin Travel Festival 2019 and the tone of The New Traveler.
32 pages · 25,000 copies · Berlin Travel Festival × ITB
06 | Selected Work
Televised Minds
SEEK Magazine · Essay
An essay examining television, narrative, and empathy for SEEK Magazine’s Borrowed Emotions issue.
Liebeskind Berlin
Branded editorial · Launch publication
A promotional publication created for a Liebeskind Berlin launch event, using Berlin as the editorial and visual frame for the brand.
