Meta
Heping businesses connect and people stay safe
I help businesses connect and people stay safe online.
As a member of the Meta Developer Platform team, I design solutions that help millions of third-party developers launch 2D and immersive apps that engage with billions of users each month — while protecting people’s personal information.
Recently, we launched a GenAI-assisted self-support tool that helps developers ensure their apps meet our stringent privacy requirements.
Previously, I was Content Design Lead for Meta's Integrity group, where I built solutions that help people protect themselves online and learn more about the content they see on our surfaces.
For the Meta Verified for Business product, I designed a verification flow to help businesses defend against impersonation, gain greater reach and receive enhanced support.
Earlier, I redesigned the Meta Ad Library to conform to the EU's Digital Services Act. We added a massive amount of new information to the Library, balancing product usability with regulatory and advertiser concerns.
I was also Content Lead for Meta’s election responses from 2022-2023, in which capacity I developed informative in-product components as well as robust safety information.
Jed Foundation
Crafting a safe space for a sensitive audience
I helped build a mental health resource center to help kids get help right away.
The Jed Foundation (JED) is a nonprofit that works to protect emotional health and prevent suicide for teens and young adults, giving them the skills and support they need to thrive today… and tomorrow.
For years, JED had operated a range of real-world, in-person programs to prevent teen suicide. But what if their website, which at the time was largely promotional, could itself be a point of intervention? What if the JED site did more than provide information? What if it could actually get kids the help they needed, right away?
Working with a clinical psychologist, I developed copy and user flows that help site vistors quickly find the right information if there's an immediate need (e.g., "I need help" or "I want to help") while also providing the ability to browse the site for organizational information or conduct research on mental health in a less urgent way.
A major challenge of the site was that the whole subject matter is a potential trigger. Therefore great care was taken in choosing wayfinding messaging -- for example, avoiding terms such as "Go" or "Next" in favor of the more neutral "View" -- and at all times users are provided highly visible "off ramps" to get help immediately via phone or text.
In 2022, JED received a $15 million grant from MacKenzie Scott to expand their efforts to make a lasting impact on the mental health of teens and young adults.
If you or someone you know needs to talk to someone right now, text, call, or chat 988, the Suicide and Crisis Lifeline, for a free confidential conversation with a trained counselor 24/7.
You can also contact the Crisis Text Line by texting HOME to 741-741.
KeyBank
Building a big bank for the little guy
I helped KeyBank become the big bank for main street.
I worked on KeyBank with two different agencies: Siegel+Gale and Eric Mower + Associates. With S+G, I was part of the team that helped develop the KeyBank brand identity and voice, which was "clear, welcoming and knowledgeable" — the emphasis being on "clear." The whole point was that this was a bank dedicated to serving ordinary people and helping them realize their goals. Simplicity and friendliness were built into every customer touchpoint.
Here's a retail merchandising guide I wrote to direct in-branch customer experience:
"People First" in the Retail Experience
And here's an everyday banking guide I wrote:
KeyBank Everyday Banking Guide
Later, when I worked with Eric Mower + Associates, I was their lead writer for the KeyBank account.
Here are a few of the many KeyBank print ads I wrote:
Motorola
Finding a new identity for a tech icon
I helped Motorola reinvent itself as Motorola Solutions.
When Motorola split into two different companies — "Motorola Mobility" the cellphone maker and "Motorola Solutions" the industrial-grade telecommunications company — they needed two new identities that focused exclusively on each new company's core mission while preserving the best of the Motorola heritage.
Working with Siegel+Gale, I helped develop the brand voice for Motorola Solutions and created a "vignette" storytelling framework that's still used to this day, all around the world.
The goal of the vignette framework was to get Motorola employees to stop just spewing out product specs and to start speaking in terms of how their technology helped real people "in moments that matter." To provide Motorola Solutions with some sample vignettes, I waded through hundreds of spec-sheets and came up with a plausible story scenario for each product. The vignette framework is illustrated in some of my brand posters:
For the AIGA award-winning brand book I wrote, I took the vignette idea even further. To ensure credibility with Motorola personnel (a lot of whom were, if not actual engineers, at least technically-inclined), I developed benefit-focused infographics to accompany the sample product vignettes:
Other
Making the connection for organizations everywhere
I've written videos, websites, brochures and more.
Selected videos:
Working with Seftel Productions, I wrote a series of promotional brand spots for Delta Airlines that featured their CEO.
Selected websites:
Columbia University's School of Professional Studies is committed to providing diverse, innovative programs to enable students to succeed in their educational and professional development. I wrote all high-level copy around the updated brand mission of "advancing knowledge with purpose" and worked on the UX.
Encounter pursues a durable resolution to the Israeli-Palestinian conflict — upholding the dignity, security, and rights of all parties — through immersive education programs that foster engagement between American Jewish leaders and a wide range of Palestinians. I wrote all copy on this extremely sensitive subject.
Selected print material:
American Express Business Insights one-sheet