Upwork 

Upwork asked me to help clarify how they talk about intelligence, both human and artificial.

I partnered with their executive and brand teams to define a new communication strategy that reframed AI as a tool for creativity, not a replacement for human talent. The work established a clear, confident voice for a company at the center of a fast-moving conversation, one that connects talent, technology, and trust at global scale.

(Skills: Brand Voice, Messaging Framework, Executive Narrative, Copywriting)