BrandDNA Document

Role: Copywriter, and Strategist

The BrandDNA was developed for Pearson Online Learning Services to strategically differentiate each partner program in the marketplace and drive measurable results. The living document combined positioning, messaging, outcomes, marketing support, brand and visual systems, and student personas into a single source of truth. Once approved, it became the definitive framework that aligned marketing, creative, and all key stakeholders around a unified strategy and execution.

BrandDNA Design

Role: Designer

The BrandDNA document evolved significantly over time, increasing in both scope, rigor, and strategic influence across partners. In the Maryville example below, the BrandDNA served as the foundation for launching the entire Maryville Online brand—shaping positioning, visual identity, messaging architecture, and go-to-market strategy while aligning internal teams and external partners around a cohesive, scalable brand system.

ASU Online Radio and Podcast Scripts

Role: Copywriter, Concept

A selection of scripts created for ASU Online that aired across terrestrial and satellite radio, as well as high-profile podcasts—helping extend brand reach, strengthen program awareness, and drive prospective student engagement through compelling, performance-oriented audio storytelling.

USC Davis School of Gerontology

Role: Copywriter, Concept

For each program, a dedicated website was developed to drive lead generation. Guided by the BrandDNA framework, each site strategically presented program information, benefits, and outcomes with the explicit goal of prompting prospective students to connect with an enrollment advisor.

USC Dornsife GIST

Role: Copywriter, Concept

USC Annenberg Master of Communication Management

Role: Copywriter, Concept

University of San Francisco MPA

Role: Copywriter, Concept

University of Florida MA in Mass Communication

Role: Copywriter, Concept

University of Florida Art Education

Role: Copywriter

Boston University Websites

Role: Copywriter

Eastern Kentucky University Website

Role: Copywriter

Ohio University Website

Role: Copywriter

Marylhurst University Website

Role: Copywriter

Get a Real Degree Website

Role: Copywriter

“Get a Real Degree” (GARD) was conceived as a centralized lead-aggregating platform for Pearson, consolidating online degree programs from comparable schools and fields of study into a single destination designed to efficiently channel qualified leads to a individual enrollment teams.

Embanet Compass Website

Role: Copywriter

Embanet Compass Knowledge Group (ECKG) was acquired by Pearson, and the website was intentionally designed with a flexible, modular structure to accommodate the transition. The architecture, visual system, and content framework enabled a seamless rebrand—requiring only a logo swap and minor copy updates. Following the acquisition, the site successfully became the primary web presence for Pearson Online Learning Services for several years.