The vehicle positioning document synced Mitsubishi cars to our target audience’s aspirations and assisted the writing so the copy isn’t only intuitive but relevant to guide users throughout their car-buying experience.

Working with a team of digital creatives, we worked to craft an experience.

A luxury brand.

I worked with the global team to rewrite and craft content for the INFINITI website, from vehicle landing pages, and concept cars to brand pages. That means everything from content proposals and product descriptions down to the buttons.

Critical Mass
Executive Creative Director: Ferdi Weiling
Senior Designer: Michael Robinson
Director of UX: Gareth Vale
Director of UX: Alex Wellard
UX Lead: Jonathan Lees
Senior Writer: Sam Clements / Andrew Singleton
Copywriter: Me
Designer: Mia Carulla
UI Designer: Sophie Bowers

Working with the strategy team to understand the audience and experience, I worked across content strategy and vehicle positioning - yup it’s a thing - used social listening tools, migrated content and developed new content with a team of digitally savvy folks at Critical Mass.

Whatever it is, the brands story can make all the difference.

The vehicle positioning document synced Mitsubishi cars to our target audience’s aspirations and assisted the writing so the copy isn’t only intuitive but relevant to guide users throughout their car-buying experience.

A luxury brand.

Talk for Harmony

Durex – Find Your Way

Working with the strategy team to understand
the audience and experience, I worked across content strategy and vehicle positioning - yup it’s a thing -
used social listening tools, migrated content and developed new content with a team of digitally savvy
folks at Critical Mass.