Architecting influence: Helping brands stand out by fitting in

In a digital landscape saturated with ads, the most effective way to capture attention isn’t to shout louder—it’s to speak the right language. My approach is built on this foundation, with a focus on one key strength: the ability to dive deep into complex, often technical products and distill their core value proposition.

From there, my work is twofold: I meticulously analyze the publisher’s world to understand their audience, and then I craft compelling narratives that position these innovations in a way that feels entirely native. This seamless integration allows a brand’s message not just to be seen, but to be welcomed, building the trust and authority needed to genuinely stand out. Below are a few examples of this approach in action.

Autonomous lawnmower advertorial

• Client: Graze
• Publication: Entrepreneur (Tech/Business Focus)
• Service: Native Advertising / Content

The Goal

To introduce Graze’s new fully autonomous lawnmower to the commercial landscaping market. The primary objective was to generate brand awareness and position the product as a premier solution to the industry’s significant labor shortages and rising operational costs.

The Work

Authored a long-form native advertorial that detailed the technological advantages of the autonomous system. The content was framed to address key pain points for commercial landscaping businesses. The narrative focused on the clear ROI, highlighting increased efficiency, labor cost savings, and the ability to reallocate staff to higher-value tasks.

Highlights

• Successfully translated complex robotics and SaaS features into a compelling, benefit-driven narrative for a non-technical business audience.
• Crafted a strong “problem/solution” angle that immediately resonated with the target industry.
• Positioned the client as an innovator and a crucial partner for the future of commercial landscaping.

Renters insurance advertorial

• Client: Lemonade
• Publication: Pocketnow
• Service: Native Advertising / Content

The Goal

To drive awareness and sign-ups for Lemonade’s new, simplified renters insurance product. The campaign targeted a young, tech-savvy demographic that values convenience and transparency, and is often skeptical of traditional insurance products.

The Work

Developed and wrote a native article for Pocketnow, a publication with a strong tech-focused readership. The content was styled to be approachable and clear, contrasting Lemonade’s easy-to-use digital platform with the cumbersome processes of incumbent insurance companies. The headline and messaging focused on a “fresh approach” to a common need.

Highlights

• The content’s style and tone were carefully matched to the editorial voice of Pocketnow, building trust with its audience.
• Successfully reframed renters insurance from a complicated necessity to a simple, smart tech-based solution.
• The article focused on the user experience, a key value proposition for the target demographic.

Socially Conscious Banking Advertorials

• Client: Aspiration
• Publication: Boing Boing & Macworld
• Service: Native Advertising / Content Strategy

The Goal

To launch Aspiration’s new cash management account with a focus on social responsibility. The goal was to attract customers by aligning the financial product with their personal values, targeting audiences interested in ethical consumerism and social impact.

The Work

Executed a dual-publication content strategy to reach distinct but complementary audiences.

1. For Boing Boing, an article was crafted with a “pay it forward” narrative, appealing to its community-focused and socially progressive readership.
2. For Macworld, the content was angled to appeal to a discerning, tech-forward audience by highlighting the seamless integration of ethical finance into a modern, digital lifestyle.

Highlights

• Executed a tailored content strategy that adapted the core brand message for two different high-authority publications, maximizing relevance and impact.
• Successfully connected a financial product to the abstract, but powerful, motivators of social and environmental values.
• The campaigns positioned Aspiration as a leader in the growing movement towards ethical and socially conscious finance.