This was an unusual case. When we began testing a new set of customized onboarding journeys for Evernote, each was a separate project handled by a different team. This resulted in divergent creative, crossed signals, and dissatisfaction.
I overhauled the copy for three journeys—optimized for work, personal use, and students. I made all three parallel, carefully customizing keywords, links, image specs, subject lines, and pre-headers to speak to each audience.
The revamped journeys received rapid stakeholder approval and gave us a clear foundation for future variant testing.
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Repackaging EvernoteCreative Direction / Copywriting
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The Ever Better ChallengeEditorial Direction / Talent
Evernote Brand RefreshEditorial Direction
Coffee & Quill SocietyCreative Direction / Copywriting