The inbox, overhauled.

Most brands underestimate their inbox. For Afterpay's lifecycle email uplift, I rewrote hundreds of emails to align with our brand’s elevated direction and tone of voice – collaborating with the designer to make sure the copy and creative told the same story. Every email, every touchpoint, no exceptions.

Every email was written to do two things: sound unmistakably on brand and actually perform. Engaging copy that doesn't convert is just good writing. The brief was both.