PARC / Western Research Institute
Agency case-study copy for Refactored
I shape creative work around what people need to understand, feel, and do next.
I helped bring two audience journeys into one Spectrum Business site, leading the copy, content strategy, and wayfinding direction.
Compare the audience experiences
The aluminium value chain for Rio Tinto’s responsible aluminium initiative.
Explore STARTI was a primary contributor to a client-commissioned AI creative workflow that helped the team deliver more work with the same staffing.
Explore the workflowWhat matters to them should guide the idea, the execution, and the experience.
Copy leadership · Content strategy · Creative direction
I started as copy lead for small business and expanded into mid-market and enterprise work, helping grow our internal account team from four people working part time on Business to eight total—with seven full time.
Small businesses and enterprise buyers needed different routes through the same site. I led the wayfinding direction, giving them a shared starting point and a clear path to the experience that suited them.
Copy & content strategy · Creative direction
Swipe to compare
I brought together the messaging framework and product launch information to explain the offer, distinguish its audiences, and give buyers a clear next step.
Copywriting · Content strategy
I developed a cybersecurity direction that used relevant cybercrime statistics to establish credibility without relying on fear. The client approved the approach, which keeps the focus on what protection means for a business owner.
No one opens a business
to manage a network.
They open it to serve customers,
make payroll, and ultimately grow.
No one opens a business to manage a network. They open it to serve customers, make payroll, and ultimately grow. Not to spend their nights watching dashboards or wondering if one more tool actually makes them safer.
Real security doesn’t feel like something a business has to watch for. It’s already part of the connection running things, working quietly, whether anyone’s paying attention or not — because threats don’t take a day off, and neither does a business.
View full infographic
Concept & copy development
Pinterest · Creative hook
Meta · Customer proof
I manage the brand’s voice and the content writers on the organic social team, helping move beyond industry updates toward a point of view that gives people something useful to take away.
I was a primary contributor to a client-commissioned AI creative workflow, implemented in April 2026. It connects research and briefing with concept development, Figma prototyping, and QA. Within its first quarter of rollout, the team increased project output by 22% with the same staffing. The program also reported 33% fewer rounds.
Copy · Infographic collaboration
I worked with design to explain the aluminium value chain and wrote about how Rio Tinto’s governance and transparency practices aim to set an example for the wider industry.
Agency case-study copy for Refactored
Web copy
Web / Copy
I’m a writer and associate creative director working across direct-response web, B2B, and social.
I studied psychology and philosophy, and I’m still interested in how people arrive at a decision and what gives them confidence in it. That interest carries through to the work I write and direct.
A husband and father living in Fort Collins, CO, I like to play golf and tennis, cook for family, and get together with friends to play folk music. Arsenal is my team.
Web / Copy · Hero excerpt
Agency case-study copy for Refactored
For over 50 years, the Petersen Asphalt Research Conference (PARC) has been bringing together top researchers, highway officials, suppliers, producers, and other industry top minds who are working to advance the specification and performance of asphalt and bitumen.
As with many time-honored fellowships, PARC’s existing website was beginning to show its age. Though functional, the site left much to be desired in readability, speed, and back-end efficiency. Core activities like abstract submissions, sponsorship coordination, and event registration were cumbersome for conference administrators.
Like a potholed county road in need of repaving, the PARC website was ready for modernization. The conference coordinators leaned on Refactored’s expertise in recommending the right technology solutions for their express needs. The natural choice was Storyblok, a headless content management system with a flexible and intuitive platform. As a Storyblok certified partner, we configured the new ecommerce site to streamline previous inefficiencies and integrate with Stripe, their payment processing solution.
The Storyblok ecommerce site boasts rocket speed, a modern design, and an easy-to-use interface for site editors—no developers required. Refactored also performed deeper integration work for form submissions and other key functions so that the PARC team can easily add agendas or abstracts as needed. The conference stakeholders are benefiting from an economical, streamlined website perfectly tailored to their needs. Event attendees and sponsors now enjoy a sleek user experience so they can focus on providing safer, longer-lasting highways throughout the world.
Copywriting · Content strategy
Web copy · Unpublished
Developed from an existing wireframe.
Real speed, value and support you can count on.
Powered by a Fiber broadband network, Spectrum keeps life moving without interruption.
Your home deserves the most reliable Internet among the top 5 national providers, ranked by Opensignal.
Stream, scroll and share with the fastest wireless experience – home and away.
All binge, no buffer – with the #1 streaming experience.
Bring Internet, Mobile and TV together for savings you'll see every month.
When you sign up for Spectrum Internet and switch 2+ Mobile lines.
Get real support 24/7 – a customer commitment that doesn't end after you sign up.
Guides, tips and how-tos – all the help you need, right when you need it.
From rural broadband expansion to digital education grants, Spectrum invests in the places we call home – here's how.
May 5, 2022 · START
START Responsible Aluminium plays a key role in efforts to achieve a more sustainable future. By telling the entire story of sustainable aluminium orders, we’re setting a new standard built on supplying transparent insights into key environmental, social, and governance criteria (ESG criteria).
With these resources, our customers can ensure their aluminium products are responsibly and sustainably produced—from mine to market. The ESG criteria not only include supply chain visibility, but awareness into the treatment of our people, our communities, and the global environment in which we operate.
As part of Rio Tinto, we want to serve as an example for the entire aluminium value chain; operating with integrity is of utmost importance to us.
START has strong processes to ensure our business is in line with the law, local regulations, and our own core values. We follow Rio Tinto’s corporate code of conduct, The Way We Work. This code provides clear expectations for how we should conduct our business, no matter who we work with or where we are from.
We also provide clear rules regarding:
We know that START’s integrity—and our reputation for strong governance—hangs on the actions and decisions we make each day across our business. We are committed to a culture of transparency and encourage our employees, contractors, and other partners (including community members) to speak up about their concerns. These concerns can be brought through management, Rio Tinto Human Resources or Ethics & Compliance, through our confidential whistle-blower programme, or through community complaints and grievance mechanisms.
We empower and equip our people to seek guidance when faced with a genuine business integrity dilemma—both to prevent incidents from occurring, and to protect them and others from harm. This includes providing training to build our employees’ awareness of issues, like bribery and corruption, and to help promote consistent instincts—and decisions—across the business.
With a mission to positively impact the entire aluminium value chain, START enhances governance and transparency beyond our own walls. Through the START platform, partners gain access to materials containing key ESG criteria. These include benchmarks related to social and governance categories so partners can recognize progress and identify opportunities for improvement.
These benchmarks include indices and ratings from:
In addition, START customers are supported by our Sustainability Advisory Services. The consultancy services are available to our customers to assist them in making positive social impacts and achieving their sustainability goals.
At START Responsible Aluminium, we understand that progress in governance and transparency starts with our own efforts. That’s why we are dedicated to operating with respect, safety, and integrity while empowering our customers to do the same.
Together, we can build a more sustainable and responsible future.
Original page capture, with resources and the site footer excluded.