Case study · AI Workflow · Content Systems

Building an AI-Assisted Onboarding System

The problem

mbuzz is a server-side multi-touch attribution SaaS — technically complex, early-stage, aimed at performance marketers spending serious money on paid acquisition. The onboarding copy needed to do something hard: make a sceptical, data-literate audience trust a new tool fast, without dumbing down the product or losing them in the infrastructure. And it needed to be produced quickly, consistently, and at scale as the product evolved.

The build

• Created a structured markdown knowledge base — brand voice, customer personas, product positioning, edge cases, objections — and used it as injected context for every generation pass

• Built a closed feedback loop: generate, stress-test against the hardest-to-convince user type, identify where output went probabilistic or vague, and iterate until it held up

• Ran models directly in terminal rather than through a UI — working closer to the output to maintain control over tone, specificity and strategic intent

• Developed prompt libraries and context-injection systems to generate on-brand content at scale without losing the nuance the audience required

• Applied deliberate edge-case testing: if the copy couldn't convince the most sceptical reader, it wasn't ready

What it produced

Onboarding sequences that held brand voice consistently across a technically dense product at a speed that wouldn't have been possible manually. The more important output was the system itself: repeatable, transferable, and built around clocking what the reader actually needs to feel at each stage of onboarding. The workflow is now a reusable content engine, not a one-off production run.

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Case study · Cosmetic dentistry · Product naming & positioning · Agency Contract

The Smile Test Drive

The problem

Smile makeovers are expensive, multi-step, and require a significant leap of trust from a patient who has no idea what the end result will look like. The agency brief was simple: get more people through the door for the first consultation. The barrier was the consultation itself: it felt like a financial commitment before the patient had decided anything.

The insight

Every smile makeover dentist already had access to 3D smile simulation technology — a tool that could show a patient what their new smile would look like before any treatment began. It was being used clinically, as a closing tool, after the consultation. Nobody had productised it as an entry point.

What I built

• Originated and named the Smile Test Drive — a priced, standalone product that reframed the simulation technology as a desirable first experience rather than a sales tool

• Developed the positioning, copy and customer journey from initial awareness through to booking — making the price point feel like a low-risk investment rather than a commitment

• Wrote all brand and marketing copy for the product launch: site pages, landing pages, social content and patient-facing communications

• Built the narrative framework used across all dental client marketing: problem-aware, benefit-led, trust-building

The outcome

The Smile Test Drive solved the conversion problem it was built for — lowering the barrier to the first step of a smile makeover by making the unknown knowable. The mechanic was subsequently adopted across the global dental industry. A product created from a copywriting brief that became an industry standard.

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Case study · Brand Strategy · Tone of Voice · Content System · Contract · Telstra Business Award — Startup of the Year 2013

Reinventing Health Insurance

The problem

Health insurance in Australia was a category defined by jargon, anxiety and fine print. Every brand sounded the same: corporate, cautious, impenetrable. health.com.au was a startup entering this category with a genuinely different product and no brand voice to speak of. The brief: build a voice from scratch that would make health insurance feel simple, trustworthy and human, and do it on a startup budget.

The insight

Australians didn't hate health insurance. They hated feeling confused and talked down to by it. The opportunity was a good one, making health insurance feel like it was finally on their side. Honest, warm, a little bit irreverent. A brand that explained things clearly and respected the reader's intelligence.

What I built

• Created the brand voice and messaging strategy from the ground up — tone of voice guidelines, messaging hierarchy, copy principles — rolled out across every channel

• Translated heavily regulated health insurance language into accessible, conversion-focused content without losing accuracy

• Developed 20 persona-led landing pages, a full FAQ knowledge base, blog content strategy and social-ready editorial

• Built the customer help desk content from zero — an ask-me-anything resource that became a trust anchor for new customers

• Produced ongoing blog and content marketing that integrated with social syndication and drove organic traffic

• Established copy governance and brand guidelines used by the team long after the initial engagement

The outcome

Telstra Business Award — Startup of the Year 2013. Immediate ROI and customer conversions from launch. health.com.au became the first brand in the category to make health insurance sound human — a voice that reshaped how Australians talked about health insurance and that competitors eventually followed.

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Case study · Regulated digital health · Patient portal

MoleMap — UX Microcopy & Patient App Copy

The problem

Skin cancer is a high-stakes, anxiety-inducing category. MoleMap's patient portal needed to guide three very different user types — patients managing their own skin health, corporates running employee campaigns, and clinicians managing patient records — through a single entry point, clearly and without panic. The microcopy had to be clinical enough to be trustworthy and warm enough not to terrify people at their most vulnerable.

What I did

• Wrote the full UX microcopy across the patient-facing app and portal — login flows, navigation, booking confirmations, result notifications and patient communications

• Developed copy for three distinct user journeys from a single entry point: patient, corporate and clinician, each needing a different register without altering the brand voice

• Translated medical and clinical language into plain, reassuring patient communications within a regulated health context

• Ensured every touchpoint reduced anxiety rather than amplifying it; the copy had to work hardest at the moments patients were most stressed

The through-line

In regulated health, microcopy makes all the difference between a patient who follows through and one who doesn't. Getting the tone right in a high-stakes digital health context is a specific skill, one that transfers directly to any brand operating where trust is the product.

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Three journeys, one entry point

Case study · Brand Strategy · Editorial · Campaign · Full-time

Avon: From Mum's Makeup to Must-Have

The problem

Avon had a perception problem. A beloved brand with decades of history, it was struggling to connect with a younger generation of customers who saw it as their mum's makeup. The digital product offering was strong but the brand voice and editorial positioning weren't doing it justice. And on top of repositioning an iconic brand, the annual breast cancer fundraising campaign needed to cut through in a crowded cause-marketing space and drive real donations, not just awareness.

What I built

• Bridged the print and digital marketing teams to align voice and strategy across both channels, ending the disconnect between how Avon looked in print and how it showed up online

• Developed a new editorial tone: fashion-forward, BFF-warm, upbeat — desirable without the hard sell

• Created and launched a fashion editorial destination from zero — trend pieces, product pages, beauty editor notes — positioning Avon as a trusted style source for a new generation

• Built a data-driven business case for the editorial investment and spearheaded creative and issue planning

• Produced supporting eDM content, 600+ SEO product descriptions across seven categories, and a product microsite

• Led the Avon Breast Cancer Crusade campaign from brief through to full execution — shaping the campaign narrative, not just writing the copy

• Developed the campaign voice: sincere, motivational, personal — leading with real stories rather than statistics

• Wrote and integrated messaging across every channel: brochure, PR, event, web, email and social

• Created the recruitment hook that activated the Avon representative network as campaign ambassadors

The outcomes

Fashion editorial destination launched without budget — averaged 124 visits per day, 5% newsletter conversion, $30 average order basket, top 3 organic search results. Content directly attributable to sales uplift across digital channels.

Breast Cancer Crusade campaign raised $1M for breast cancer research.

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Fashion editorial destination

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Breast Cancer Crusade