I joined MyFi before the brand had a voice.

For everything that came after, the copy, the campaigns, the frameworks for how the brand should speak, I was the one building it. Wherever MyFi needed to say something, I wrote it.

Before anything else could be consistent, the language had to be.

I built MyFi's voice and tone system from scratch: personality, principles, do's and don'ts, a preferred terms glossary. The work lived across multiple documents - this is a consolidated view of the system.

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Beyond the voice system, I built campaigns that put it to work. Each one started with a strategic brief, moved into creative execution, and helped define how MyFi communicates its features to the world. This is one such campaign.

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Planned, scripted, designed, and produced.

I planned, scripted, designed, and produced content across Instagram, LinkedIn, and YouTube. Weekly social posts, ad films, campaign videos. And when it called for it, I faced the camera too.

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Mother's Day Campaign

Built around one insight: mothers have always been investors, long before the word applied to them. I wrote the script, directed the interviews, and produced the film from concept to publish.

Writing the words inside the product.

I contributed to the copy across onboarding flows, microcopy, button labels, and tooltips. On some features, I was also part of the strategy conversation, figuring out what the experience should do before writing what it should say.

Onboarding Experience

The first real conversation between MyFi and a new user. I wrote every screen, from the welcome moment to the first portfolio question, to feel clear, warm, and worth continuing.

Conversational Experience

MyFi is a chat-first product. I contributed to the conversational interface, making sure the tone stayed consistent throughout.

The app is live on the App Store and Play Store. Download it and see for yourself.

Copy across every format.

Blogs, emails, and landing pages for MyFi, across different moments and audiences. Different formats, same job: write something clear enough to be trusted, specific enough to be useful.

Landing Page

Conversion copy with a clear content hierarchy.

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Blog Page

SEO-informed blogs across topics and audiences.

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Emailer

Sent to existing users announcing new features.

Notifications sent to users at the right moment.

Back to work