**The first step is to imagine what could be.**

“[Meg] was the perfect partner to approach brand narratives in unconventional ways—whether we were creating persuasive social content or higher stakes media investments like partnerships with the New York Times and WIRED, to podcast scripts with Conan O’Brien, Stephen Dubner, Kara Swisher, and more. ” — JASON S.

MY METHOD

Lay the foundation. Build the frame. trim the windows.

Creative logic (or logical creativity?) is the beating heart of my practice. Structure frees us up to work effectively and well, while imagination helps us to tell stories that surprise and inspire.

Since my approach to strategy is grounded in design thinking, I built the user journeys, personas, content strategies, and processes to support success. Each piece was curated (no “random acts of content”!) to align with a larger narrative that was devised based on careful analysis of buyers’ needs and preferences.

My work often goes hand-in-hand with a larger brand building and marketing operations initiative.

For strategy assets and decks, brand book examples, and other leadership and operations assets, please contact me privately.

My services

Human Resources, Pay Equity, and Legal:
Lead Strategist / Writer

Human Resources: Content and Strategy

Complete makeover

On this large-scale project, I crafted the underlying brand voice and style guide, and worked with the team to strategise the intuitive UX design. I also wrote all content across the website - from landing pages to buttons to blogs and guides. **This outcome? The magic of great copy, stellar design, flawless flow, and a seamless journey.**

see the outcome

expert answers to buyer questions.

As part of a **five-pillar content strategy**, I **architected** assets on **critical topics** to equip buyers to justify pay equity **software adoption**. This **quality content included a comprehensive choose-your-own-adventure** **guide on Canadian legislation, step-by-step guidance on making a pay equity plan, and how-to communicate with the public.** This differentiated us from competitors and tied into nurtures, paid and social media, and others.

See the Resources

Thought leadership 101: Substance

Thought leadership isn’t just where you show up; it’s the salient points you make that offer practical advice and a fresh perspective.

To encourage content engagement and promote learning, I suggested improvements to blog UX, such as a floating navigation, ways to skip ahead, and CTA callout boxes interspersed throughout.

I commissioned and co-wrote this piece as part of a larger marketing strategy — each piece launched at the right cadence, in the right places. Read the article.

prescriptive advice and practical solutions

This article was part of a larger five-pillar, phased content strategy that I owned. That program culminated in a 360* overview of the elements of pay equity, DEI, and workforce analysis. It is designed to teach employers, which eventually dovetails with the company’s specialised software. Here, I consulted with a subject matter expert to shape this instructional resource. Read the full article.

streamline workflows to speed publishing, increase quality

For this legal article, I conducted a full revamp of the company’s approach to regulation write-ups to make them (1) more concise and (2) easier to digest and follow. I also researched this piece in Portuguese and English with help from a colleague.

This resulted in standardised templates and input briefs that save hours of work. Read the article.

Quick Guides promote customer success

This “quick guide” was part of a larger effort to create a complete knowledge center for prospects and clients to support them, no matter where they were on their journey. Read the quick guide.

Technology: Key Strategist, Writer, and PM

VÍKONNEKT: Custom Software Development

I wrote the entirety of the website and associated assets, and was promoted to direct their complementary brand strategy and writing-for-tech offering. Browse their site.

a tech total rebrand

As part of a small global squad, I set out to revolutionize NetApp’s reputation, transforming it from a stiff, old-school seller of box storage to a cutting-edge cloud management software company. **From personas to journey maps**, **content writing to evangelist content** and sponsored media in the *New York Times*, we spearheaded **an unprecedented brand refresh** that changed how this F500 company was perceived.

sample the campaign

Five signs you have a cloud spending problem

As part of NetApp’s complete brand refresh, I developed e-books that surfaced unconsidered needs. We knew that our audience liked straight tech-talk and informative assets; this one folded into a non-linear buyer journey that encompassed paid media, analyst research, media promotion to prompt engagement with sales. Read on.

Inspire action: “What Do I Do?” self-assessment

An interactive checklist, which I outlined in parallel with our agency of choice. I strategized this text and the corresponding journey, consulted as SME, managed agency writers, and proposed this specific interactive design format. This checklist is part of a larger campaign to increase engagement with existing customers and prospects. It fell within a larger strategy that encompassed everything from new professional services offerings for Google Cloud to IDC Business Value studies and Qualtrics customer surveys. See the full campaign page here or visit the assessment.

Travel and Tourism: Managing Editor, Lead Writer

Launching a new magazine

I was **recruited** into a large travel operator to **spearhead the design, editorial direction, and writing** of a **new periodical**, which attracted **50,000** visitors in the first month. From navigation to up-to-the-minute news, I created something completely new and in line with brand guidelines. Read a sample article.

ÓX Restaurant review

A brief review of ÓX restaurant in Reykjavík, an clandestine eatery seating 11 guests per night in a private, homey room. Read here.

Houses are never alone: photo book review

A brief review of the book Houses are never alone, a collaboration between Aðalsteinn Ásberg and Nökkvi Elíasson published by Dimma, about abandoned farms in Iceland. Learn about it.