Role

Bain External Advisor – Verbal Identity

Context

Four years as a Bain & Company External Advisor, brought in for brand strategy and copywriting work across their client portfolio — legacy brands, digital product launches, new business naming and full website builds spanning B2B, B2C and NGO engagements.

Contribution

My work spanned brand voice development, messaging architecture, UX and interface language, newsletters, landing pages and narrative frameworks. One engagement meant naming a brand-new business venture from a blank page, for a legacy company moving into a market it had never served before. Another meant translating the genuinely difficult financial question of longevity into a tool people could actually use. For a global tech giant, newsletter copy had to sound the same, issue after issue, for years. There was also test ad copy for a customizable drink concept and, for a workforce-equity nonprofit, positioning and copywriting across the board.

Outcome

Clearer, more consistent language across complex organizations — and, in several cases, the lasting foundation for how a brand communicates.