Selected Work
Case studies and samples from recent projects
Elu Yoga Case Study
Elu Yoga, a mindfulness-based wellness brand, engaged me to evaluate and enhance their digital experience across content, design, and user flow. My goal was to align the brand’s voice with user needs, improve clarity, and guide more intuitive navigation throughout the site.
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Conducted a heuristic analysis to identify usability issues and content friction points
Performed detailed evaluations of the current user experience
Created user scenarios to model real-life interaction patterns
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Developed optimized user journeys and corresponding narrative arcs to create a cohesive flow from landing to conversion
Built design mockups for key pages to visualize improved structure and content hierarchy
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Analyzed and refined brand tone through a full voice assessment, resulting in a tailored voice chart for internal and external use
Offered localization and globalization recommendations to help the brand expand reach while maintaining voice integrity
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Redesigned onboarding flow for better clarity and engagement
Provided actionable recommendations for improved copy, layout, and CTAs based on UX best practices
Writer & Brand Voice Consultant | LMNT Xteriors
Developed brand-aligned web and marketing copy for LMNT Xteriors, a premium outdoor design company.
Crafted clear, confident messaging that reflected the company’s craftsmanship, luxury positioning, and down-to-earth values.
Collaborated directly with the business owner to translate vision and voice into compelling headlines, service descriptions, and web content that resonated with high-end residential clients.
Ensured consistency across brand touchpoints while elevating the overall tone and user experience.
Writer | Chorus America
Researched, reported, and wrote a feature-length article exploring how choral organizations are implementing ADEI principles in meaningful, sustainable ways.
Conducted in-depth interviews with chorus leaders, community partners, and equity practitioners to highlight real-world strategies and challenges.
Wove together personal narratives, program insights, and sector-wide context into a cohesive, accessible piece that balanced clarity with nuance.
The article served as a resource for arts leaders seeking to deepen their inclusion practices and was featured as a cornerstone of the magazine’s thematic issue.
Content Strategist | MeshYoga
I worked closely with Founder & CEO Michelle Lou Lan to execute a comprehensive communications strategy for her yoga brand, MeshYoga.
Together, we launched and marketed her Los Angeles based yoga studio, cultivated an email list, and revamped her Instagram presence with branding that’s feminine, peaceful, and true to Michelle.
This project includes: website and social media copywriting, preparing interviews for media outlets (Forbes & FLAUNT Magazine), email marketing (Klaviyo), general administrative support (including Mindbody support).