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SCOPE
-Stakeholder Interviews
Copywriting
-Brand Strategy
-Writing Guidelines
AGENCY
Push10
MY ROLE
Copywriter & Brand Strategist
CLIENT
University of Pennsylvania Carey Law
SEE THE LIVE PROJECT
After immersing myself in the Law School's mission and interviewing stakeholders across departments, a story emerged. I developed a voice & tone system that any writer inside or outside the school could pick up, read, and use to write on behalf of the brand. The guide covers grammar, usage, naming conventions, web writing guidelines and more.
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The process of creating editorial guidelines for the Law School included rigorous attention to their audience personas. All good marketing begins and ends with knowing who they are—what makes them tick, what they're frustrated by, and what makes them human.
Designed by Push10, the Law School's new website brings their story to life. I wrote copy for the most impactful pages of the site, including the homepage, academics, and admissions pages. But no matter what page you read, the messaging rings as one voice of Penn Law throughout the experience—something a brand can only achieve with the right guidelines in place.
