Branding
Brand Identity
Repositioning
Client: Complete Care
My Role: Big Idea Originator & Contributing Copywriter
Challenge: Complete Care was a respected multi-specialty healthcare group but lacked strong brand recognition. Nearly all new patients came through referrals, and despite offering a seamless, post-accident recovery process, they weren’t top-of-mind for people who needed care fast.
Solution: As part of the creative team, I was tasked with helping develop a compelling brand story. I pitched and championed the campaign’s central brand idea: “The Pain Relief People.” That phrase became the anchor for the entire positioning strategy—from the brand story and patient promise to the tone of the landing page, social media ads, and radio scripts. We emphasized their all-in-one, stress-free recovery model and leaned into emotionally resonant storytelling across every touchpoint. I contributed to writing campaign assets and ensuring every word reinforced the new brand voice—approachable, clear, and caring.
Result: “The Pain Relief People” gave Complete Care a confident, ownable identity. The tagline became synonymous with their patient experience and was rolled out across radio, digital, and web. The rebrand helped improve recognition and simplified patient education.
Presentation
Brand Story
Radio Script
Established Brand
Reinforcement
Client: “For The People” Car Dealers (Nationwide)
My Role: Copywriter & Brand Steward
Challenge: For The People® is a well-established brand that helps car dealerships stand out by focusing on community-driven, customer-first messaging. But like all strong brands, it needs continual storytelling to stay relevant, consistent, and connected to its values. Over the years, I’ve played a key role in reinforcing and evolving this brand with content that brings its mission to life in new ways.
Solution: I’ve written dozens of branded assets that support and deepen the For The People® identity—from internal values and process materials to consumer-facing campaigns and community initiatives. These projects kept the voice sharp, consistent, and emotionally resonant—highlighting that these dealerships aren’t just selling cars, they’re solving problems and serving people.
Featured Work:
Brand Values Collateral – Refined and wrote brand value statements to ensure every dealership could communicate with heart and consistency.
Sales & Financing Explainers – Wrote tools like the 4 Legs of Auto Lending, 4-Step Credit Approval, and Path to Purchase to simplify complicated car buying for customers.
Community Engagement Tools – Created reference guides and event kits (like the For The City mural guide and Service Saturdays campaign) to help dealers reinforce their community-first brand identity.
Promotional Campaigns – Wrote in-store materials, social posts, radio scripts, and promotional assets that kept the brand voice strong and human.
Result: This long-term relationship has helped keep the For The People® message alive, consistent, and compelling—regardless of market or medium. My work contributed to dealer success by reinforcing brand trust, simplifying key customer touchpoints, and creating real community impact. Over 3 million cars have been sold under the For The People® brand.
