Work Samples

Retail consumer goods, food product - content strategy and content development

Client: Kraft Macaroni & Cheese (US product version)

Project Summary: Website redesign including major a branding update.

Role: Content Strategy, content development / copywriting training and coaching of the in-house content team.

Goal: Update the old site to bring in the new brand voice and tone, as well as the new “noodley” design aesthetic. 

Tasks: 

  • Audience exploration exercise

  • Determine key themes (aka content pillars) to guide the creation of the new user experience.

  • Establish guidelines that inform the direction of content development for the new site, including the site structure, the page templates, the messaging voice, tone, and style, and the types of content to develop for each page, including imagery that meets the new design aesthetic.

In the early stages of the redesign project, the content strategy exercise shown here takes the insights from audience exploration exercise, identifies their primary goals based on where they are in their user experience journey, and then ties these goals to business goals (e.g. create product awareness, merchandise awareness, encourage campaign participation, etc.)

Work Samples

A selection of Judy’s work is available for review below and includes a range of her work, from writing examples to social campaigns to content and communication planning exercises and strategies.