Yahoo is a global brand with products spanning across business categories, but we need a unifying brand voice that can speak to all of our customers — from news savants to fantasy sports fanatics.
Working in collaboration with cross-functional teams, I created the strategy that writers across the company use to represent the overall brand while speaking the language of their product’s unique audience.
Team
Creative Lead, Copy: Lauren Cody Hoffman
Global Creative Director: Lee Piper
VP of Brand Marketing: Jim Bosiljevc