To many, my writing journey is odd, especially when they learn I have a degree in Physics. It's a path filled with twists and turns, including years spent running ultramarathons, managing cafes, and working on a farm, but when you zoom out, the whole picture comes into focus.
I've always been creative and curious. From a young age, I'd lose hours poring over history books at the library or teaching myself an instrument. I'd become invested the fine details of things, from working on a drawing to understanding how an author crafted a sentence.
I wanted to know how things worked, like what events moved us from point A to point B, made a piece of art compelling, and what made people act the way they do. Suffice to say, I've always been interested in stories.
A person's story will tell you a lot about them, especially how they present it. They could be verbose or succinct, emotional or dry, informative or superficial.
A brand is no different. Its tone of voice and design inform its character and personality, its story: how it presents itself to the market. When done well, it garners attention and creates lifelong customers.
As a content designer, my goal is to tell a brand's story effectively and consistently. I want their story to resonate with people by speaking in a language they understand.
Well-made, human-crafted content design should support a user. It should inform them and point them in the right direction. They should feel like they're making the right choice, that they're the hero of their story. Because the story is about them – I'm only supporting them in their journey.