Wake Collaboration Tool

Content Strategy, Copywriting, Marketing, & UX Design

Wake was developed as a collaborative platform specifically tailored for creatives — like a "Slack for designers" if you will. As the lead creative at a small startup team consisting of the founder, a few engineers, and myself, I was deeply involved in various aspects of the product. My role encompassed market and user research, UX design, marketing strategy, and creative direction. I played a key role in shaping the user interface of Wake, ensuring it was intuitive and aligned with the needs of our design-focused user base. In addition to interface design, I led content creation efforts for Wake’s blog and social media channels, maintaining a consistent brand tone across all messaging channels. I also occasionally handled support tickets, reinforcing the brand’s voice and setting the tone for respectful customer communication. Wake gained a diverse client base, including major companies like Facebook, Hulu, and Spotify, eventually leading to its acquisition by InVision, a leading player in the creative collaboration space.

One of my main duties was to provide creative direction and lead product marketing efforts, particularly for Wake's website. With my expertise in design and understanding of the target audience, I played a crucial role in shaping the copywriting and aesthetic direction of the website. I worked closely with the team to create visually appealing landing pages that showcased the features and benefits of Wake. This involved crafting persuasive and engaging messaging that effectively communicated the value proposition of Wake's product to potential users. By highlighting its seamless feedback and collaboration capabilities, we aimed to capture the attention and interest of creatives seeking a reliable and efficient tool for their projects.

My duties also extended to designing and prototyping key features of the Wake platform. A primary focus was ensuring a frictionless user experience through well-crafted UX writing and intuitive design. I collaborated with engineers to implement features such as easy drag-and-drop uploads and intuitive project reordering, enhancing the usability and efficiency of the tool. These features were designed to save users time and streamline their creative processes, making Wake an indispensable tool for designers.

Beyond designing and prototyping product features, I played a critical role in driving Wake's content marketing strategy through blog posts that were integral to the product’s success. Each post was meticulously crafted to not only announce new feature launches but also to illustrate their practical value for users. I leveraged storytelling techniques to create engaging narratives that connected with our audience, breaking down complex features into easily digestible content. My goal was to educate users on how these new tools could enhance their creative workflows, ultimately driving adoption and retention. These posts were far more than just SEO tactics, serving as strategic touchpoints that meaningfully deepened user engagement and solidified Wake’s reputation as an essential tool for designers.

When it came to social media, I led the creation of content that significantly increased Wake’s visibility and engagement. My strategy went beyond simply posting updates; it was about building a cohesive brand presence that resonated with our audience on platforms like Twitter. I developed compelling content ideas and crafted engaging copy that highlighted Wake’s unique benefits, often connecting these posts to trending topics to maximize relevance and impact. Additionally, I designed visually striking graphics that adhered to our brand identity, ensuring our posts stood out in crowded social feeds. This approach not only boosted follower interaction but also attracted new users, contributing to the organic growth of Wake's community and expanding our reach within the creative industry.