Jesse Byrd
Copywriter + Story Development
Success in selling your product or service often relies on the clarity, impact and efficiency of your messaging.
Story Development | content Creation | product rollout
Company: Ernst & Young
Brand Mission: Attract more small and medium-sized business customers.
Task: Oversee a team of six to create the narratives and content rollout strategy for 500+ resources on EY’s digital portal. Our goal was to develop original content and simplify existing content while making the core information more engaging. These materials included: videos, audio and text copy.
Due to an NDA with EY I’m not at liberty to show direct samples of the project I oversaw. However, I can show examples nearly identical to the work I did during my time there.
Story Development | Consulting
Company: PGS Brand Management
Brand Mission: Acquire properties in the space of children’s media for international distribution and product licensing partnerships. PGS manages IP such as: Ironman, Alvin and the Chipmunks, Robin Hood, Le Petit Prince and more for TV, film, merchandise and gaming.
Task: Vet and recommend properties fitting for the company’s present-day and growth goals. I am to help them with adapting published content (popular kid’s picture books, graphic novels, chapter books and characters) for tv, animation and film.
Story & Product Development | Project Management
Company: Lonely Whale
Brand Mission: Reduce the plastic pollution harming our oceans. Through a combined approach of social awareness and legislative reform, Lonely Whale seeks to inspire people and businesses to take better care of the ocean via behavioral and institutional change.
Task: Create an original story-driven product to generate awareness amongst youth. Lonely Whale wants to introduce the value in taking care of the ocean to audiences at a young age, hoping to foster a brand relationship early on and as strengthen the connection as they grow.
Brand Story | Pitch material Development
Company: Somnology, MD
Brand Mission: Offer a full turnkey sleep disorder diagnosis and care management platform. Customer sleep and breathing pattens can be measured via Somnology’s comfortable, mobile device. The encrypted data are then synthesized and presented to the user through an easy-to-understand report which can be accessed via Somnology’s app or web portal.
Tasks: Lead the development of Somnology’s pitch video and brand narrative. In addition, I’ve accompanied leadership on strategic client meetings to ensure effective delivery of the brand’s vision and narrative. We are now working on a series of comical and educational animated web series to generate brand awareness, educate the consumer and inspire adoption.
*The pitch video and messaging I lead in developing was sent to a small number of desired partners as the introductory material for the brand. Since, the company has established partnerships and been invited to private meetings with: The Veteran’s Association, Health Plan of San Mateo, the NBA, the NFL and more.
Launch Video
Story Development | Art Direction
Company: Kees Realty & Mortgage
Brand Mission: Provide residential and commercial real estate clients with a personalized property-buying experience. As an Oakland-based real estate firm of 25+ years, Kees Realty wants to make the process of purchasing Bay Area property welcoming, straightforward and encouraging.
Task: Refine the brand story and design their style guide layout. This included story development, writing, editing, managing turnaround times and applying client feedback. In addition, I was responsible for screening and hiring a graphic designer to execute the technical design aspects of the project. My role included informing, guiding and overseeing the graphic designer’s workflow as it related to the client’s objectives.
Brand Story | Launch Video | Content Rollout
Company: PIECED
Brand Mission: Eliminate abusive child labor in sweatshops through the use of ethical and transparent garment production. PIECED uses their strategic partnerships to secure high-quality fabric directly from suppliers in Japan. In doing this, they cut out the “middle-man” and avoid using infamous sweatshops in their garment production process. This allows PIECED to offer better cost-per-quality and shrink their end-to-end turnaround time down to two weeks. Customers can take their suit measurements via a smartphone and order directly through the app or set up an in-person consultation.
Task: Develop a 60-second launch video giving an informative and evocative overview of what the company does, why it’s important, what separates them from competitors and how the service works. In addition, I helped PIECED strategize content rollouts, website UX and develop their corporate voice.
Goals: Increase public awareness around the central issue the company sough to remedy (abuses in sweatshops). Educate the target consumer about company’s service and why it exists. Inspire audience engagement on three levels: low-level target: website visit | mid-level target: newsletter signup | high-level target: registering for free consultation.
Contact | Cell: (510) 290-9490 | Email: Jesse {at} JesseBCreative {dot) com