As Lead Copywriter at Harbor, a disaster preparedness platform and app, my constant task was to invent and manage a brand voice that could be ownable and distinct in the readiness space.

As part of that, one strategy was to come up with a way to engage with harbor’s growing community in a friendly, human, less stuffy way - to make our communications stand apart from government organizations like FEMA or the CDC.

After a naming convention exploration, I came up with the high five newsletter, “how to meet uncertainty like a badass.” I then regularly pumped out newsletters that had a unique and ownable brand tone that was engaging, approachable, young, fun, conversational, happy, hopeful, occasionally witty, and always helpful.