Tesla - Global Head Writer (2017 - 2019)
I created Tesla’s first Brand Guide by learning Elon’s voice and vision. After that, I worked with his approval to tell our story on web, email, and in Tesla retail stores - across all global markets. That required presenting the Brand Guide internally and working cross-functionally with teams like design, events, engineering, production, UX, product, energy, policy, and legal. Here are a few things I wrote solo, before hiring a proper writing team.
model 3, finally.
what i did: defined the tone of voice for model 3, then fucking launched it.
i messaged the first mass-market car for a company that’s only (ever) sold luxury. this was a global launch, so it involved everything from defining tone principles and wire-framing the web story to writing elon’s keynote and every goddamn global email that mentioned model 3 in between.
there are SUVs and then there's model x.
what i did: rewrite the existing product page in the shiny new brand voice.
from the falcon wing doors to the 7 seat configuration, every design and engineering detail in model x was so thoughtful. my job here was to show and tell that to the world.
model s, simple and sexy.
what i did: rewrite the existing product page in the SHINY NEW brand voice, part duex.
it was a challenge, describing a car that speaks for itself. most of my storytelling here was uncovering the badass electric car that model s already iz.
the quickest car in the world.
what i did: write all of the words needed to launch a new, ridiculous supercar.
turns out the best way to tell the very first story of roadster was to distill mind-blowing engineering stats into a few short, powerful sentences. mhm.
fun, describing the first all-electric truck.
what i did: write all of the words needed to launch a new, massive vehicle-like-thing.
the key to this story was communicating safety and performance benefits to an audience who might not understand average semi truck stats. (aka engineers = my bff.)
energy, baby.
what i did: come up with a clever new headline for the energy section of tesla, then continue writing a web story to support it.
the cars were cool, but energy was one of my favorite things here because it’s so under-appreciated yet powerful. i tried to uncover that with clear, compelling language.
tesla shop.
what i did: write a new homepage for tesla/shop, plus a couple product descriptions. woo
a new narrative on charging.
what i did: created a story that could, in theory, make sense to anyone. then wrote 4 full web pages to bring it to life.
the configurators.
what i did: created a completely new online ordering experience end-to-end for model s, model x, and model 3
powerwall, at the LA auto show.
what i did: wrote screen copy to support a full kiosk experience for powerwall, solar roof, model s, model x, and model 3
Well, that was some of it. Here are some more things I worked on with the team:
WEB
Model S, Model X, Model 3, Roadster, Semi, Charging
USER EXPERIENCE
Tesla app, Online order flows, Trip planner, Supercharger payment, Lead generation
Global newsletter, Regional newsletter, Delivery series, Referral program, Test drive invitations, Owner events, Store openings, Supercharger openings, Model 3 order invitations, Policy communication for North America
RETAIL
Wall posters, iPad screens, Global mall displays, Auto show displays
VIDEO
Model S/X/3 support, Version 9 software, Pre-delivery guides