janjira sun

tiger balm case study (brand, content strategy)

after receiving a sundae flowers package filled with mochi gummies for my birthday, i wondered what would happen if sundae school decided to create a cbd-powered tiger balm? together with my partner at quiet tuesday, we conceptualized what this tiger balm would look like, how it would appeal to the consumer, and how to market it based on sundae school's current marketing strategy.

based on sundae school's lighthearted, playful, and snappy tone, i came up with the slogan, "not your mom's tiger balm" to pay homage to asian moms who use tiger balm as a remedy for when we were sick, while tying in sundae school's mission to destigmatize marijuana in the asian community.

marginalia framework (content design, strategy)

murmur was at the crossroads between the traditional way of working and the future of work. i was tasked to create a content framework for murmur's blog, marginalia, that reflected murmur's ideology: the future of work is collaborative work.

in their previous framework, unnecessary and repetitive categories made their content inaccessible.

the process

murmur had a handful of content created based on Aaron Dignan's version of the OS canvas- a tool for organizational sense-making and reinvention. before i could create their content framework, i had to first read and categorize all of their preexisting content.

collaborated with murmur's CEO, Brand Designer, and Customer Success Representative to finalize murmur's content framework. with four different buckets of content, i wanted to create to adhere to a healthy mix of product education, team interests, and future of work topics. i included a bucket called "conversations" to cross-post any interviews or articles related to the murmur-sphere.

the proof

marginalia blog

the contrarian (content design, strategy)

there was an excess of inaccessible content on the Contra site, and we needed to create a one-stop shop to house all of its content. with the contrarian, we were able to link and categorize all of our content, create product-focused guides, and share the latest freelancing trends.

i wanted to foster an environment where freelancers could come to the contrarian, and find everything they needed to know about freelancing.

the process

i researched and wrote SEO-based long-form content based on contra's most popular and active user base at the time. i worked with the head of creative, the content lead, and various engineers to integrate critical features of a blog such as tagging, a comprehensive text editor, and embedded videos within each post. i also created the blog's content framework and information architecture.

i also collaborated with contra's brand designer, Hally, to create a visual library full of assets that would be used in each post, reflective of the brand at every moment.

the proof

note: while there are some pieces that i've ghost written for other members of the contra team, they've changed the authors for some of the work that i've spearheaded and published.

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