Here's a quick case study to show how I treat every client need strategically. What began as a website copywriting project became a full brand refresh that helped my client standout and succeed in a crowded marketplace.

1. Project Overview
The team at Corporate Health Partners (CHP), a company that offers structured, measurable
wellness programs for businesses with mid to large-size workforces, approached me to write new
copy for their existing website. Upon reviewing CHP’s market strategy, competitive landscape,
current branding, content and site structure, I recommended more than just new words to convey
who the company is and what it does. I felt new copy needed to coexist within an updated brand
and refreshed website that was more inviting to potential clients and optimized for today’s digital-
social-mobile marketplace.
The CHP team agreed, and we embarked on a rebranding of the
company. Incorporating understanding of the target market’s
mindset and CHP’s differentiating advantages, I created updated
branding (including basic identity elements such as business cards
and letterhead) and completely rewrote and redesigned their
website. In tandem, I led the production of testimonial videos to be
used on the website, as well as for in-person sales presentations.
The initial project blossomed into an ongoing relationship in which I
provided creative strategy, creation of marketing materials, ads and
client case studies, public relations support and advisement on
social media campaigns. I also served as liaison for CHP during
consideration of the development of a new app and proprietary
health tracking portal. The new approaches served the company
well, and the branding and website helped CHP capture attention
and generate interest in its market.
Eventually, the CHP team negotiated a merger with an Atlanta firm
offering similar services. The client reported that the branding and
messaging I developed was heralded as highly appealing and
presented CHP well to its new business partners and associates.
To follow are representations of some elements of the CHP rebranding projects, starting with a brief
look at CHP “before” the new creative strategy was introduced.
irene@workwriting.net ■ (615) 292-0899 ■ msg2mkt.com
PO R T F O L I O EX A M P L E
Corporate Health Partners Rebranding
Corporate Health
Partners Project:
Immersion in Company
Strategy & Competitive
Market
Development of
Creative Strategy
Updated Branding,
Graphic Standards,
Corporate Messaging
New Website Strategy,
Design & Content
Production of Video
Testimonials
Ongoing Marketing,
Advertising & PR Support
Ongoing Strategic
Advisement

2. CHP’s Branding Before the Update
Prior to my involvement, the CHP branding was quite conservative, from the tree icon in the logo to
the language on the company website. The tree icon did not reduce well, so it lost its clarity when
placed on business cards and used in smaller applications.
The website was static, not optimized for SEO and did not adequately relate to potential clients
CHP’s many differentiating factors and successes. There were no calls to action, no compelling
language to invite more interaction by interested parties. Additionally, the site was built in a platform
that made it a bit challenging for the team to maintain and update autonomously.
I spent ample time with the CHP to understand their company, its core focus, who they market to,
who their competitors are and what had and had not worked to date in the effort to grow market
share.

3. CHP’s Branding After the Update
Out of respect for the equity CHP had built in its previous branding, I freshened the logo without
totally overhauling, leaving the word mark in tact while bringing in a more stylized tree icon with
more contemporary colors. For messaging, I incorporated bold, conversational language that more
quickly, clearly explained CHP’s services. For the website, I used featured text, click-throughs, on-
page video and new navigation to create a site that was truly engaging, interesting and optimized
to help CHP show up in web searches.

4. Corporate Health
Partners Website:
Fresh Branding
Clear, Conversational
Language
Compelling
Video Content
Abundant Click-throughs
for User Engagement
Call-out Copy &
Highlighted Text