The Ask

Client: A professional sports franchise rebranding its loyalty and access program
Role: Lead Copywriter (operating at ACD Copy level)

The Real Problem

The franchise had huge visibility and status, but the existing content felt dry, scattered, and disconnected from the fan experience.

Fans couldn’t tell what the platform offered or why it mattered. Communications were inconsistent across channels. And the voice didn’t match the energy or identity of the brand.

This was a moment to rally — and the brand needed the right signal.

The Thinking Behind the Story

The real opportunity wasn’t just rewriting. It was repositioning.

Fans didn’t want another access tool. They wanted something that felt like theirs. Something rooted in pride, passion, and presence in the stands.

I positioned the platform as a rallying point. Not a product, but a signal.

My approach was grounded in this insight: loyalty is emotional, not transactional.

I began by identifying the gap between visibility and connection.
From there, I:

• Defined messaging principles that unified tone across paid, owned, and internal

• Shaped a flexible voice system to reflect momentum, belonging, and purpose

• Guided a content structure that delivered clarity across every user touchpoint

This wasn’t about crafting lines. It was about creating alignment. The brand needed to sound like something fans could believe in.

Voice with a Job to Do

I led the digital voice and messaging work for the fan network. Every message, callout, and touchpoint had to speak with clarity, energy, and brand purpose.

• Codified the strategy and rollout plan for a multichannel launch

• Crafted a flexible voice system that could stretch across paid, owned, and earned content

• Shaped key messages and rollout copy for banners, emails, pages, and headlines

• Defined a core message architecture and hero value prop

• Created editorial voice guidelines and writing prompts for internal playbooks

• Partnered with designers and creative leads to ensure content guidance aligned with visual storytelling

• Delivered 30+ rollout assets to support the launch and activation

Mapping the Moments

Every line had a job to do. I audited more than 200 touchpoints to map voice, messaging, and content needs across the fan experience. These inventories helped connect strategy to execution, ensuring every screen and asset contributed to a unified launch.

Creative Impact

• The voice and system brought cohesion to the rollout

• Activations and campaign assets carried a shared message, look, and tone

• Internal teams had a clear north star for ongoing content work

• The message system became a foundation for future fan programming

Bottom Line

What started as a loyalty launch became a story fans could see, hear, and rally behind.

Results

We helped drive a measurable lift in engagement, loyalty, and digital adoption across platforms—positioning the client as a leader in immersive fan experience.