Content Strategy
Collaborated with Lippincott Design and Brand Strategy teams on page layout, functionality and content placement, aligned with a newly launched ad campaign
UX Writing
Created content targeted at distinct Morgan Stanley audiences with contingent copy for an interactive, personalized module
Brand Content
Ensured content aligned with Morgan Stanley's value proposition, mission statement and brand personality
Wealth management client | Lippincott 2022
Lippincott's creative team delivered a campaign for Morgan Stanley based on the Lippincott-generated tagline, "Old School Grit, New World Ideas." This led to a new "Why Us" interactive web page for which I helped developed content (copy, layout, experience).
We wanted to infuse a single web page with the spirit of the ad, and keep it both practical and personalized. Morgan Stanley serves different types of investors, and we needed to engage each in moments that resonate, while communicating the scope of Morgan Stanley's offerings thanks to decades of experience and thought leadership.
Pulling content together called for three main processes:
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Aligning high-level core messaging with the brand's values and positioning, sans overt "marketing speak."
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Organizing decision-tree content in a spreadsheet to ensure that every scenario is covered within the page's interactive component.
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Identifying thought leadership that reinforces "Old School Grit, New World Ideas," yet can be easily updated, as needed.
This was a highly collaborative project --- both internally, among team-members, and externally, with stakeholders.
