Lead Copywriter

When it's time for a complete website overhaul, the Star's the limit.

My first big project working with DIRECTV was to spearhead the development of a new website for the national non-profit the All Stars Project. All Stars helps underprivileged youth find community and their own inner voice through performance. Working closely with the program's VP, Bonny L. Gildin, we captured the unique spirit and mission of the All Stars Project with a revamped UX and new and compelling copy throughout the site.

In addition to writing new copy—and adopting existing copy—for almost every section on the revamped site, I was also responsible for getting buy-in from All Stars staff. It was the first time All Stars' senior management gave control of their messaging to an "outsider." So, before attempting to describe their goals, mission, vision, etc., I held one-on-one and group interviews with both All Stars C-suite executives and front-line volunteers. My goal was to learn how my stakeholder conceived of their purpose, and to discern the vocabulary they used to communicate this purpose to their donors, corporate partners, and program participants.

After six months of iteration, the All Stars had a modern, polished-looking site, and we had the sense of satisfaction that comes from helping a group that helps others.