Carmichael Lynch

Screenshot of the Subaru Mediocrity parody site.Working with Carmichael Lynch (through The Creative Group) was a dynamic and highly creative experience, as evidenced by this fun campaign. The 2011 Mediocrity was a clever parody ad campaign that promoted the Subaru Legacy in contrast with a bland and unremarkable spread of sedans on the road today. The writers had a field day with generating highly comical content, and my tasks were to ensure all the T’s were crossed, all I’s dotted, and that the site would look and function exactly as we intended it to.

The expansion of my duties with Carmichael Lynch entailed assisting with copywriting to a limited degree, working closely with the resident Subaru expert to enforce accuracy in everything from media releases to prime time commercials. This contract is also where I broke into QA testing the site in development for web and mobile use. On the side, I advised some aspiring content managers against using Wikipedia as a marketing tool.


Screenshot of Sherwin-Williams online magazine, STIR.Sherwin-Williams is a client of Hanley Wood, with whom I contracted briefly. They run an online magazine—STIR—for the paint/deco company and were in the process of migrating the entire database of this magazine from one server to another. My job was to ensure that no technical problems arose during the transition, to keep an eye out for any unpredictable errors in code, as well as to give all the articles a copy editor’s once-over.

Again, this industry-specific repository of information was quite fascinating and I was compelled to learn something more of the profession in order to proof these documents sufficiently. This project gave me an opportunity to demonstrate my ability to plunge into a project, orient myself quickly, and wrap it all up to client satisfaction within budget and schedule parameters.

St. Luke’s

Screenshot of St. Luke's homepage.One of StoneArch‘s major clients was St. Luke’s, a hospital network based in Duluth, MN. Despite never having visited the hospital (three hours north of my home), I established relationships with the staff and gained strong familiarity with the facilities of the hospital proper and its many clinics in the region. I took some pride in being able to correct specific details pertaining to scheduling or services, knowing when to ask questions about specialty clinics, sensing when a claim or a directory was slightly off.

Among my achievements with this client, I was asked to create an original neonatal calendar. This comprised the best information for new parents to expect changes in diet, activity, and waste for a newborn child in the first dozen weeks. I thought it came out pretty nicely, actually.

St. Jude Medical

Screenshot of St. Jude website focusing on their pacemakers.While contracted by Modern Climate, I had the opportunity to work extensively on St. Jude Medical promotions, publications, ad campaigns, seminars, &c.

Editing for SJM necessitated an understanding of cardiac surgery and anatomy. Through self-directed research and discussion with the client, I assembled a comprehensive style sheet to enable me to copy edit their documentation and web pages in context. My work became instrumental in forming a new style guide for their future publications.


Screenshot of 'Join the Pace Makers' campaign for Medtronic.Through Celarity, I was contracted to Medtronic World Headquarters in Fridley, MN. I was given the opportunity to help design the role of Quality Assurance Tester on their internal (client-facing and health care professional) and external websites, in addition to my usual function as proofreader/copy editor. Fortuitously, I had prior experience not just in the medical industry but with the cardiovascular surgical device group in particular.

My experiences here were positive and exciting, and I worked very closely with a grateful team of developers to help maintain their websites, email blasts, and original software applications. It was my honor to support such a dedicated and enthusiastic department of intelligent, hard-working, and creative people, as well as delving deeper into a truly fascinating area of technology.


Screenshot of old Carlson homepage, featuring TGI Fridays property.Carlson is an international hospitality company and a Minnesotan institution. Originating with Curt Carlson’s innovative trading stamps concept, his company swiftly grew to expand and appropriate such successful franchises as Radisson and T.G.I. Friday’s.

Carlson wanted to take over all construction and maintenance of their website (previously contracted to a third-party design group) and I was called in to not just assist in overseeing the transfer, but to clean up all typographical and functional errors on the site. My interests in social media served me here, as I pointed out a need for greater interaction during an increasingly popular sci-fi convention at their local hotel, and I supplied impromptu technical advisory and in-depth troubleshooting of unforeseen issues. In particular, I worked intensively on their interactive Google Maps application and confirmed several overseas properties’ coordinates by communicating with foreign GMs. This assignment also gave me an opportunity to develop my proficiency with Google Analytics and SEO planning. The Creative Group provided me this contract.

Best Buy

screenshot of Best Buy websiteMy work with Best Buy—through Modern Climate—was pretty straightforward: basic copy edit of all print and online documentation.

One requirement was to play a little loose with the language, in order to represent the client as friendlier and accessible to its intended audience. This meant it was not feasible to strictly adhere to the formal writing conventions. Working with our copywriters, we took certain liberties with the language to imaginatively engage our audience, while keeping the copy efficiently informative, which of course was an entertaining challenge.